Today, new strict restrictions on advertising products high in fat, sugar, and salt (HFSS, or “unhealthy foods”) came into force in the UK. The ban introduces a 9 p.m. cut-off time for television: advertising of such products is prohibited until 9 p.m. In addition, paid online advertising of these products on the internet is completely prohibited at any time of the day.
Measures to combat childhood obesity cover the entire United Kingdom. The government calls this “world leadership” in protecting children’s health. According to estimates by the Ministry of Health, the new rules will reduce children’s calorie consumption by 7.2 billion per year and reduce the number of cases of obesity among minors by 20,000.
Health Minister Ashley Dalton said: “By restricting junk food advertising to before 9 p.m. on TV and banning it completely on the internet, we are helping parents and children make healthy choices. This is part of our plan to raise the healthiest generation of children in history.”
The ban covers 13 categories of products, including fast food, sugary soft drinks, crisps, chocolate, and certain types of pizza. The classification is based on the Nutrient Profiling Model scoring system, which takes into account the levels of saturated fat, salt, and sugar.
An important exception: companies can continue to advertise their brands without showing specific products. For example, McDonald’s or Cadbury will be able to broadcast commercials with their logos and general images, but without showing burgers or chocolate bars. This decision was made after threats of lawsuits from the food industry and has been criticized by activists.
The measures complement other government initiatives, such as a ban on fast food outlets near schools and new healthy eating standards.
Experts welcome the move but note that obesity remains a serious problem: more than a third of children in the UK are overweight by the time they finish primary school.