The advertising ban could remove up to 7.2 billion calories from children’s diets annually and over the coming years it could reduce the number of obese children by more than 20,000 according to Public Health Minister Jo Churchill.
The news of a HFSS advertising ban has been met with mixed responses:
Kate Halliwell, chief scientific officer at the Food and Drink Federation, said: "We are disappointed that the Government continues to press ahead with headline chasing policies which will undermine existing Government policies, principally the reformulation programmes to reduce calories, sugars and salt and portion sizes.
“The proposals would make it difficult to advertise many products that have been carefully reformulated or created in smaller portions in-line with the Government’s own targets; for example, Cadbury would not be able to advertise their 30% reduced sugar Dairy Milk.
“Not only do the proposals signal a lack of joined-up policy, the implementation periods for both advertising and promotional restrictions do not give businesses enough time to prepare for the changes. While we are disappointed that Government is pressing ahead with its plans for the bans, we will continue to work with Government constructively to ensure the policies are practical.”
Commenting on the Government’s announcement of new rules on advertising foods online and pre-watershed TV, UKHospitality chief executive Kate Nicholls said: “It’s positive that the Government has heeded many of the sector’s concerns, such as exempting smaller businesses and limiting the scope to paid-for advertising. Such concessions are appreciated at a time when hospitality is trying to get back on its feet following the huge impacts of the pandemic.
“There is still plenty in today’s announcement that will impose considerable constraints, though, with little discernible evidence of them making a positive difference on obesity. Furthermore, there appears to be little flexibility for future redress of these measures, should they prove to be ineffective.”
Barbara Crowther, Sustain’s children's food campaign co-ordinator, commented: "The proposals represent a significant step forward in reducing exposure to a constant stream of unhealthy food and drink advertising on TV and online.
“The Government has been subjected to intense industry lobbying to keep advertising junk food everywhere, and we're delighted that they have resisted this pressure and are standing up for children's health and a healthier food environment for all.
“The food and drink and advertising industries constantly proclaim their own creativity and innovation - this is a great opportunity for them to now turn those talents to the promotion of healthier food and drink products and lifestyles.”