New regulations in the UK have taken effect, banning fast food advertising on television and online platforms. The government described this as a "world-leading" action to address childhood obesity.
The ban targets advertisements for products containing high levels of fat, salt or sugar. According to the Ministry of Health, this measure is expected to help eliminate about 7.2 billion calories from children's diets each year.
Ads broadcast before 9 PM and all paid ads on the Internet are restricted, thereby expected to reduce about 20,000 children living with obesity and bring health benefits of about £2 billion.
The implementation was announced in December 2024 and is part of a recent policy chain of the government. Related measures include expanding sugar taxes on pre-packaged products such as milkshakes, pre-mixed coffee and sugary yogurt drinks. Local authorities are also empowered to prevent fast food stores from opening near schools.
The government believes that evidence shows that advertising directly affects children's eating habits, forms preferences early on and increases the risk of obesity and many related diseases.
According to statistics, 22% of children at the beginning of primary school in the UK are overweight or obese, this rate increases to more than 1/3 when they reach high school. Tooth decay is currently the leading cause of hospitalization of young children.
Speaking in the statement, Mr. Ashley Dalton - Minister of Health - said that limiting fast food advertising before 9 pm and banning online paid advertising will help reduce excessive exposure to unhealthy food.
He emphasized that this is part of a strategy to make the National Health Service focus more on prevention, not just treatment of diseases.
Ms. Katharine Jenner - Executive Director of the Obesity Health Alliance - assessed that this is a long-awaited step, helping to better protect children from harmful advertisements.
Diabetes UK also welcomed this decision. Ms. Colette Marshall - CEO of the organization - warned that type 2 diabetes is increasing in young people, in which obesity is a major risk factor and can lead to serious complications such as kidney failure or heart disease.
