Follow the conclusion of recent consultations, the government has confirmed that a ban on TV adverts for products high in fat, salt and sugar (HFSS) before the 9pm watershed will come into force at the end of next year, with increased online restrictions also introduced.
The move is part of the government’s efforts to tackle the obesity crisis, which includes restrictions on promotions in supermarkets of unhealthy food and drink from next April.
However, today’s announcement on advertising restrictions stops short of a total ban that had originally been proposed.
In order to keep the restrictions proportional, the government stated that new regulations will apply to food and drink products of “most concern to childhood obesity” and will ensure the healthiest in each category will be able to continue to advertise. This means HFSS foods such as honey, olive oil, avocados and marmite are excluded from the restrictions.
Small businesses, such as restaurants and takeaways, with less than 250 employees will also be exempt from the ban and allowed to continue advertising.
Meanwhile, online restrictions will be limited to paid-for advertising, meaning brands can continue to advertise within ‘owned media’ spaces online such as a brand’s own blog, website, app or social media page.
Public health minister Jo Churchill said the move will “help to wipe billions off the national calorie count and give our children a fair chance of a healthy lifestyle”.
“The content youngsters see can have an impact on the choices they make and habits they form. With children spending more time online it is vital we act to protect them from unhealthy advertising,” she said.
“These measures form another key part of our strategy to get the nation fitter and healthier by giving them the chance to make more informed decisions when it comes to food.”
However, the food and advertising industries reiterated their opposition to the plans.
Kate Halliwell, Chief Scientific Officer at the Food and Drink Federation (FDF), said it was a “headline-chasing” move.
“The proposals would make it difficult to advertise many products that have been carefully reformulated or created in smaller portions in line with the government’s own targets; for example, Cadbury would not be able to advertise their 30% reduced sugar Dairy Milk,” she said.
“Not only do the proposals signal a lack of joined-up policy, the implementation periods for both advertising and promotional restrictions do not give businesses enough time to prepare for the changes.”
The Advertising Association also stated that it was “dismayed” by the ban. Its Public Affairs Director Sue Eustace said: “This means many food and drink companies won’t be able to advertise new product innovations and reformulations and larger food-on-the-go, pub and restaurant chains may not be able to tell their customers about their menus.”
She added: “We all want to see a healthier, more active population, but the government’s own analysis shows these measures won’t work. Levelling up society will not be achieved by punishing some of the UK’s most successful industries for minimal effect on obesity levels.”
