Unsplash In the face of childhood obesity, the United Kingdom will restrict the junk food advert
The UK will ban junk food advertising on the internet and daytime TV in a bid to tackle childhood obesity, in a country where government intervention in such matters is often criticised as an invasion of privacy.
The measure, which was part of Labour's manifesto for the election that brought Keir Starmer to power in July, is set to be introduced on 1 October 2025, the government confirmed on Thursday.
The announcement comes after Prime Minister Keir Starmer said on Thursday he wanted to reform the country's ailing public health system, including by placing greater emphasis on prevention.
“More than one in five children in England are overweight or obese before they start primary school, and this proportion rises to more than one in three by the time they leave” primary school, justified Andrew Gwynne, the Under Secretary of State for Public Health and Prevention, in a written statement sent to Parliament.
This measure “will help protect children from advertising for less healthy foods and drinks, while evidence shows that it influences their food preferences from a very young age”, he insisted.
In concrete terms, the government plans to ban advertising for foods that are too fatty, too sweet or too salty before 9pm on television and completely in line.
Brought by the Conservatives under Boris Johnson, these restrictions on junk food advertising had been postponed to give manufacturers in the sector more time to adapt.
The Labour government is planning other measures to strengthen health prevention, such as banning energy drinks for under-16s.
This type of measure remains sensitive in the United Kingdom, where it is criticised by a section of the public who see it as an attack on individual freedom. Several conservative media outlets were already mocking the Labour government's intention to develop the “nanny state” on Friday.
In a report also published on Friday, a think tank specialising in children, The Centre for Young Lives, called on the government to “ignore the detractors of the 'nanny state'”, and to tighten taxes on sugar, in particular to improve children's dental health.
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