Junk Food Adverts Vanish From Screens In Major Health Push

Get ready for a noticeable shift in what you see on your screens, as a landmark ban on junk food advertising has officially come into force across the UK. From Monday, adverts for foods high in fat, salt, and sugar (HFSS) are no longer allowed on television before 9 pm, nor will they appear online at any time. This nationwide measure is a direct response to the growing challenge of childhood obesity. The new rules target products deemed significant contributors to unhealthy eating habits among young people, including popular items like soft drinks, chocolates, sweets, pizzas, and ice creams. However, the ban extends beyond these obvious culprits, also covering certain breakfast cereals, sweetened bread products, and even some pre-prepared main meals and sandwiches. Decisions on which products fall under the ban are made using a specific scoring system. This tool balances a food's overall nutritional value against its levels of saturated fat, salt, or sugar. For instance, while plain oats and most porridges are safe, versions loaded with added sugar, chocolate, or syrup could now be off-limits for advertising. Crucially, the government hopes this move will encourage food manufacturers to innovate. Companies can still promote healthier versions of products that would otherwise be banned, potentially leading to a wave of new, healthier recipes hitting our shelves. However, the impact isn't uniform across the industry. Larger corporations, like those behind well-known soft drink brands or fast-food chains, can still advertise their general brand image – think logos or company arches – without showing specific unhealthy products. This means their overall presence might remain strong. Smaller businesses, on the other hand, often rely on showcasing individual products to educate consumers, a strategy now largely curtailed. This could put them at a disadvantage, as they may not have the budget for broader brand-only campaigns. Behind this sweeping change lies a stark reality. NHS data reveals that nearly one in ten children starting reception are now living with obesity, and by age five, one in five children suffer from tooth decay. The financial burden on the NHS is immense, with obesity-related issues estimated to cost over £11 billion annually. Experts highlight that children are particularly vulnerable to aggressive marketing of unhealthy foods, which significantly influences their eating choices from a young age. The government anticipates this advertising ban will prevent approximately 20,000 cases of childhood obesity. Professor Katherine Brown, an expert in behaviour change, has hailed the ban as "long overdue and a move in the right direction," stressing the need for more affordable and appealing nutritious options. The Food and Drink Federation, representing manufacturers, has stated its commitment to helping people make healthier choices and claims its members have already significantly reduced salt, sugar, and calories in products over the last decade. The Advertising Standards Authority (ASA) will be enforcing these new regulations, ensuring firms comply with the updated rules designed to safeguard the health of the nation's children. --- Managing your business finances? TaxAce provides smart online accountancy services for UK businesses with flexible monthly plans. Image and reporting: https://www.bbc.co.uk | Read original article