Khaberni - New regulations come into effect on Monday in Britain, banning the broadcast of television and electronic advertisements during the day for unhealthy foods, in a step described by the government as "globally pioneering" in combating childhood obesity. According to the Ministry of Health, this ban, which targets advertisements for products high in fats, salt, or sugar, is expected to reduce up to 7.2 billion calories from children's diets annually.
The regulations require banning TV advertisements before 9:00 PM, and banning paid online advertisements at any time, targeting what is known as "unhealthy foods" within what the government considers a "globally pioneering measure" to combat childhood obesity. The ministry adds that this step could reduce the number of children living with obesity by about 20,000, and achieve health benefits estimated at around 2 billion British pounds, approximately 2.7 billion dollars.
The implementation of this measure, which was first announced in December 2024, follows other steps recently taken, including expanding the sugar tax to include pre-packaged products such as milkshakes and ready-to-drink coffee and sweetened yogurt drinks, in addition to granting local authorities the power to prevent fast food restaurants from opening near schools.
The government affirms that evidence shows that advertisements influence what children eat and when they eat it, shaping their preferences from an early age, thereby increasing the risk of obesity and related diseases. It notes that 22% of children who start primary school in England, often around the age of five, are overweight or obese, with the percentage rising to more than a third as they move to secondary school at age 11. The authorities also report that tooth decay is the leading cause of hospital admissions for young children in Britain, especially among those aged between five and nine years.
In a statement, the State Minister for Health and Prevention, Ashley Dalton, explained that "restricting advertisements of unhealthy foods before nine in the evening, and banning paid online advertisements can reduce excessive exposure to unhealthy foods," adding that the step is part of a plan to make the "National Health Service" (NHS) focus on prevention as well as treatment "so that people can live healthier lives."
In her view, Katherine Jenner, the Executive Director of the Obesity Health Alliance, considered the decision a "welcome and long-awaited step" for better protecting children from unhealthy food and drink advertisements that could harm their health and well-being.
Diabetes UK also welcomed the ban, as its CEO, Colette Marshall, highlighted that type 2 diabetes is on the rise among young people, confirming that obesity is a major risk factor for developing the disease, which can lead to more severe consequences in youth, exposing them to serious complications such as kidney failure and heart diseases.
