The advertising restrictions will include a ban on paid online junk food adverts to reduce children’s excessive exposure to many foods high in fat, sugar or salt (HFSS) and helping to address rising rates of obesity-related diseases such as diabetes and heart disease.
It is estimated that 7.2 billion calories per year are expected to be removed from UK children’s diets as a result of the measures, preventing an estimated 20,000 cases of childhood obesity.
Secretary of State for Health and Social Care, Wes Streeting said: ”Obesity robs our kids of the best possible start in life, sets them up for a lifetime of health problems, and costs the NHS billions.
“This Government is taking action now to end the targeting of junk food ads at kids, across both TV and online. This is the first step to deliver a major shift in the focus of healthcare from sickness to prevention, and towards meeting our Government’s ambition to give every child a healthy, happy start to life.”
NHS data shows a ‘deeply concerning’ trend of rising childhood obesity. Almost one in ten (9.2%) reception-aged children are now living with obesity and by aged five 23.7% children have tooth decay because of excess sugar consumption.
Children with obesity are more likely to live with the condition as adults and are at significantly greater risk of life-limiting illnesses that deeply impact their quality of life and economic opportunities.
NHS National Medical Director Professor Sir Stephen Powis added: “NHS figures show that one in eight toddlers and primary schoolchildren are obese, and this is clearly a problem not only because we know that it could lead to young people having health issues later in life, but it’s also storing up problems for a future NHS which already spends billions dealing with the issue.
“We’ve always said the NHS can play its part in supporting people who are obese to reach a healthier weight, but we need to work with the rest of society to prevent people becoming overweight in the first place. So we welcome this proposed legislation and look forward to working with the Government and partners to help protect the good health of future generations.”