The UK is at a turning point in the fight against childhood obesity. For too long, children have been bombarded with adverts for unhealthy foods, enticed by cheap promotions, and exposed to high-sugar and high-caffeine drinks.
But this government is driving a new era of decisive action – one that puts children’s health at the heart of all we do.
From today, our landmark and world-leading restrictions on junk food advertising will protect children from less healthy food and drink adverts on TV before 9pm and online at all times.
The changes we are introducing deliberately target unhealthy products and we are already seeing brands shifting their advertising towards healthier options. We want to see more of this.
Reversing obesity
It’s in everyone’s interest that our children grow up healthy, and we reverse the growing trend of childhood obesity.
I know from speaking to business leaders that they are keen to do the right thing but need a level playing field. Today’s measures are just one way we are working in partnership with industry to improve choice and promote healthy options. Our 10-year health plan set out how we will work with supermarkets in a world first to introduce mandatory reporting on the healthiness of food sales.
I commend industry leaders for complying with these restrictions voluntary since October ahead of them taking legal effect today. We know from past experience that businesses can rise to the challenge of new regulation in ways that promote health. Previous interventions, such as the Soft Drinks Industry Levy, resulted in manufacturers reformulating, which resulted in almost halving the total amount of sugar sold in soft drinks since its introduction.
I know the measures coming into effect today have already had a similar impact, driving the development and promotion of healthier options.
These restrictions alone are expected to remove up to 7.2 billion calories from children’s diets each year, reduce the number of children living with obesity by 20,000 and ensure significant NHS savings.
A healthy start
But to best support parents to raise the healthiest generation of children ever, we need to tackle obesity on many fronts.
We have already restricted volume price promotions on less healthy products – such as ‘three for the price of two’ deals – in stores and online. These promotions have been shown to influence children’s food choices and contributed to unhealthy diets.
Recognising the dangers of high-caffeine energy drinks, we are also introducing a ban on sales to under-16s. Evidence links these drinks to poor sleep, anxiety, and a lack of concentration at school. These proposals are expected to deliver health benefits worth tens of millions of pounds and prevent obesity in up to 40,000 children.
And we are extending the Soft Drinks Industry Levy to cover more sugary drinks, including milk-based products. This will cut millions of calories from the national diet and help prevent obesity, diabetes, and heart disease.
The levy has already nearly halved sugar content in affected drinks – and proven that industry can adapt without harming sales.
These policies are complemented by expanded free school meals, universal breakfast clubs, and investment in grassroots sport. Together, they represent a comprehensive, evidence-based approach to reversing childhood obesity and giving every child the healthiest possible start in life.
Ashley Dalton is minister for public health & protection
No comments yet