The government has confirmed that a ban on advertising products high in fat, sugar and salt (HFSS) before the 9pm watershed will take effect on 1st October next year.
In addition, online advertising of so called “junk food” products will be banned completely, effective from the same date. Both steps are aimed at tackling rising childhood obesity.
The Conservative government had pledged to bring in a pre-watershed ban from January 2023, however, it was delayed several times.
Fulfilling the Labour party’s manifesto promise, health minister Andrew Gwynne said in a written statement: “More than one in five children in England are overweight or living with obesity by the time they start primary school, and this rises to more than one third by the time they leave.
“We want to tackle the problem head on and that includes implementing the restrictions on junk food advertising on TV and online without further delay. We will introduce a 9pm watershed on TV advertising, and a total ban on paid-for online advertising. These restrictions will help protect children from being exposed to advertising of less healthy food and drinks, which evidence shows influences their dietary preferences from a young age.”
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