Biscuits, breakfast cereals, soft drinks and frozen foods that are too high in fat, salt or sugar will be barred from advertising on British television and online starting Monday, 5 January, as part of efforts to tackle childhood obesity
Biscuits, breakfast cereals, soft drinks and frozen foods that are too high in fat, salt or sugar will be barred from advertising on British television and online from Monday, 5 January, to combat childhood obesity, the government announced. It will now be impossible to advertise dozens of food products on TV before 9 p.m.—a measure the government says will prevent 20,000 cases of the condition each year, as it continues to worsen in the country. Online advertising for these products—along with pizzas, ice creams, confectionery, flavoured yogurts and certain fruit juices—will be completely banned.
All of these foods have been rated “less healthy” under a government scoring system based on their levels of salt, fat, sugars and protein. The restrictions also cover some sweet breakfast cereals (granola, porridge, muesli), certain baked goods, and energy drinks, smoothies, as well as frozen burgers and chicken nuggets. Healthier versions, such as plain yogurts, will be exempt.
According to the government, 22% of children in England are obese or overweight when they start primary school at around age five—a figure that rises to 35.8% by the time they leave, at age 10 or 11.
Tooth decay is also the leading cause of hospital admissions among young children aged five to nine in the United Kingdom. Through this measure, the government hopes to encourage manufacturers to reformulate their products to make them healthier.
