Adverts for some breakfast cereals, porridge, sandwiches, and other less healthy foods have been banned in a bid to reduce childhood obesity.
From Monday, foods and drinks high in fat, salt, and sugar (HFSS) will no longer appear on television between 5.30am and 9pm. Online advertising of these products will also be restricted at all times.
The move follows a voluntary advertising ban introduced in October, which also limited “buy one get one free” offers on unhealthy food in supermarkets. Under the new rules, advertisers must comply or face action by the Advertising Standards Authority (ASA).
Experts have welcomed the move, saying the restrictions are long overdue and will reduce children’s exposure to unhealthy food. The government estimates the ban could prevent around 20,000 cases of childhood obesity.
The advertising restrictions cover 13 categories of foods identified as most likely to contribute to childhood obesity. These include chocolates and sweets, pizzas, ice creams, breakfast cereals and porridges, sweetened bread products, some main meals, sandwiches, and soft drinks.
Within these categories, products are assessed using a scoring tool that considers their nutrient levels, including saturated fat, salt, and sugar content. Only foods deemed both in the target categories and “less healthy” are affected by the ban.
“Children are highly susceptible to aggressive marketing of unhealthy foods,” said Katherine Brown, professor of behaviour change in health at the University of Hertfordshire. “Exposure to such advertising puts them at greater risk of developing obesity and associated chronic diseases. These restrictions are a valuable step, but they must form part of a wider, long-term strategy to make nutritious options more accessible, affordable, and appealing.”
Healthier versions of affected products can still be advertised, a move the government hopes will encourage manufacturers to reformulate recipes. For example, plain porridge oats and most muesli and granola can continue to be promoted, while varieties with added sugar, chocolate, or syrup may be restricted.
The ban only applies to adverts where specific unhealthy products can be identified, meaning companies can continue advertising their brand names without featuring particular products. Previously, HFSS products could not be advertised in media where more than 25 per cent of the audience was under 16.
Recent statistics show one in ten reception-aged children in the UK is obese, and one in five have tooth decay by the age of five. Obesity increases the risk of type 2 diabetes, heart disease, and certain cancers, and costs the NHS more than £11 billion each year.
Research shows that children’s exposure to adverts for unhealthy foods can influence their diets from an early age, increasing the likelihood of becoming overweight or obese.
The Food and Drink Federation (FDF) said it is committed to supporting healthier diets. Its members’ products contain a third less salt and sugar, and a quarter fewer calories than they did ten years ago.
