Long-awaited restrictions on advertising unhealthy foods to children finally came into force this week amid ongoing debate over their scope and impact.
The UK Government said children would be protected from exposure to junk food ads under the new regulations, which are expected to remove up to 7.2 billion calories from UK children’s diets each year.
As of Monday January 5th, adverts for less healthy food and drinks – as determined by the government’s 2003/04 nutrient profiling model – are unable to be shown on television before 9pm and online at all times.
The government described the regulation as decisive and world-leading. “We’re moving the dial from having the NHS treat sickness to preventing it, so people can lead healthier lives and so it can be there for us when we need it,” said minister for health, Ashley Dalton.
The restrictions were tentatively welcomed by campaigners. “These new restrictions will help reduce children’s exposure to the most problematic adverts and mark real progress towards a healthier food environment,” said Katharine Jenner, executive director of Obesity Health Alliance.
However there remains frustration over changes that have been made to the regulations since they were first proposed seven years ago, which campaigners fear create loopholes for companies to exploit. Brands like McDonald’s, KFC and Cadbury will still be able to advertise at peak viewing times so long as a specific food product classed as less healthy is not identifiable within the advert.
The OHA has written to the secretaries of state for Health and Social Care and Culture, Media and Sport raising concerns about exemptions for brand advertising and calling for these to be removed by the end of the current parliament. It also wants to see the range of product categories in scope of the regulations expanded.
The Food Foundation has warned that big food companies have been switching tactics and using other channels to target young people, including outdoor advertising. “Our data shows that spending on outdoor advertising increased by 28% between 2021 and 2024 and the legislation permits companies to switch from product advertising to brand advertising which is likely to significantly weaken its impact,” said Anna Taylor, executive director of The Food Foundation.
Taylor said the focus must remain on banning all forms of junk food advertising to children, adding that “we must create a policy process which can be more responsive to industry tactics and less vulnerable to industry lobbying”.
The new advertising rules will be overseen by the Advertising Standards Authority, with Ofcom granted the power to take action against companies in breach of the regulations including levying fines.
