Major restrictions on the advertising of junk foods will come into force next year as part of a health “prevention revolution”, the Government announced yesterday. 

The measures were announced in a statement by the health minister Andrew Gwynne will focus on child obesity. They include a banning of junk food ads on television before the 9pm watershed and a total ban paid-for online adverts. 

The minister said: “These restrictions will help protect children from being exposed to advertising of less healthy food and drinks, which evidence shows influences their dietary preferences from a young age.

Milestone
“This is a key milestone which confirms the definitions for the products, businesses and services in scope of the restrictions. This provides the clarity that businesses have been calling for and will support them to prepare for the restrictions coming into force across the UK on 1 October 2025.”

The food and health campaign group Sustain has welcomed the development. Responding to the statement, children’s food campaign manager Barbara Crowther says: “We’re delighted that with the publication of their response to the consultation, the Government has taken another step forward to stem the relentless flow of unhealthy food and drink advertising seen by children every single day, and make clear to companies that they are coming, and there will be no more delays.”

Multiple level action needed
However, the group says that action to boost children’s health will be needed on multiple levels. “It means companies producing healthier food and drink with less sugar, salt and artificial additives, it means better nutritional safety nets and universal access to quality school food, it means more honest labelling and packaging, and stopping companies selling energy drinks to children.”

Loopholes remain
Sustain also points out that the new legislation covers product-based advertising on TV and online, but will not close other loopholes such as brand advertising or outdoor advertising.