Junk Food Adverts Banned before 9pm

In a drive against obesity, the government is imposing a ban on television adverts for junk food airing before the 9pm watershed. It will include bans on any foods high in sugar, salt and fat.

Food companies say completely banning all forms of junk food advertising is disproportionate, as it is worth hundreds of millions of pounds a year. Last year’s proposals for a total ban on online advertising is scaled back. While businesses will still be allowed to run websites, there will be new rules introduced regarding online promotion.

Starting from the end of next year, TV adverts for junk food are only allowed airing between the hours of 9pm and 5.30am. Rules will also apply to live and on-demand programmes, but will not impact on firms with less than 250 employees.

The Department of Health say restrictions won’t apply to some foods containing high amounts of sugar, salt or fat which do not contribute to childhood obesity. This includes foods like honey, olive oil, avocados and Marmite.

Obesity is a growing concern, now affecting over a quarter of UK adults, making it an issue that needs tackling. Problems often start in childhood, with those from disadvantaged backgrounds most at risk.

‘committed to improving the health of our children’

The move to ban adverts is another measure by the government to prevent young people consuming too many unhealthy products. Since 2018 manufacturers have to pay additional tax on drinks that are high in sugar.

Public health minister Jo Churchill says “we are committed to improving the health of our children”. Children these days spend more and more time online and in front of screens. It is important to act quickly to protect them from unhealthy advertising. The content they see can impact their lives, such as their choices and habits.

Prime Minister Boris Johnson’s view on obesity has changed, especially since realising it was a factor contributing to the morbidity rate of people with coronavirus. Back in 2006 he defended mothers who fought back against TV chef Jamie Oliver’s efforts to improve school meals. When they pushed fatty foods to their children through the school railings, he said “let people eat what they like”. Mr Johnson now says, “losing weight, frankly, is one of the ways you can reduce your own risk”.

However, the Institute representing the large ad agencies say that assessments show the watershed will only remove around 1.7 calories per day from a child’s diet, which is barely anything.

Meanwhile, the chief executive of the British Heart Foundation says the plans are a positive step forward, and an important part in building a more healthy environment for children.

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