These measures are part of the government's efforts to create a healthier generation of children, as stated in a press release published on the official website on January 5.
Advertisements for "less healthy food" can now only be shown on television after 9:00 PM. At the same time, such advertisements are completely banned in the online space of the United Kingdom.
However, producers of "junk food" can continue to advertise their brands during "children's time," provided that the actual products are not shown in such advertisements. Many companies have begun to comply with these requirements in advance, local media report.
Statistics provided by the British government highlight the issue of childhood obesity: 22.1% of children enter primary school with excess weight or obesity, and by the end of their schooling, this figure rises to 35.8%. It is also emphasized that tooth decay is the leading cause of children visiting doctors between the ages of five and nine.
Research shows that advertising plays a significant role in shaping children's eating habits from an early age and increases the risk of obesity and related diseases. According to the government, the new measures are expected to reduce children's calorie consumption by 7.2 billion per year and decrease the number of obese children by 20,000.
In the long term, the new rules are expected to save around £2 billion due to improved public health.
Photo on the main page is illustrative: picture alliance / Foodcollection.
