In response to rising obesity rates, the British government has officially banned advertising of unhealthy foods on daytime television and online platforms.
This move is seen as a significant milestone in efforts to improve public health, particularly for children in the United Kingdom.
The ban targets products high in fat, salt, or sugar, often referred to as "junk food." These advertisements will not be shown on television before 9 p.m. and are completely prohibited online.
The UK Department of Health expects the new policy to help eliminate around 7.2 billion excess calories from children's diets each year, while reducing childhood obesity by approximately 20,000 cases. Economically, this measure is projected to save the healthcare system around $2.7 billion.
This regulation is part of the UK's broader strategy to tighten control over unhealthy food, following the expansion of the sugar tax on pre-packaged products and empowering local authorities to restrict the opening of fast-food outlets near schools.
The British government argues that advertising has a profound influence on children's eating habits, increasing their risk of obesity-related diseases.
Current figures paint an alarming picture: 22% of children entering primary school (around age 5) in England are overweight or obese, and this figure rises to over a third by the time they are 11. Notably, tooth decay is the leading cause of hospital admissions for children aged 5 to 9.
In light of this situation, UK Health Secretary Ashley Dalton stated: "By restricting unhealthy food advertising to before 9 pm and banning paid online advertising, we can eliminate excessive exposure to unhealthy foods." He said this is part of a strategy to help the National Health Service (NHS) focus on prevention rather than just treatment, "so that people can live healthier lives."
Health organizations across the country have also unanimously supported it. Katharine Jenner, CEO of the Obesity Health Alliance, said it was "a welcome and long-awaited step toward better protecting children from unhealthy food and drink advertising."
In a similar vein, the Diabetes UK organization warns of the rising incidence of type 2 diabetes among young people. Colette Marshall, the organization's CEO, emphasized: "Obesity is a major risk factor for type 2 diabetes, and this can lead to more serious consequences in young people, putting them at greater risk of serious complications such as kidney failure and heart disease."