The aim of these measures is to "help parents raise the healthiest generation of children in history." Now, advertising for less healthy food is allowed on television only after 9:00 PM, while it is completely banned online. The restrictions apply to 13 categories of products that contain high levels of sugar, salt, and fat. This includes items such as sugary drinks (including yogurts), chips, salty crackers, cookies, sweet cereals, popcorn, chocolate, chewing gum, ice cream, baked goods with added sugar, pizza, and frozen convenience foods.
According to statistics, 22.1% of children in Britain are overweight or obese upon entering primary school, and this figure rises to 35.8% by the end of their schooling. Additionally, tooth decay is the primary reason for children aged five to nine visiting doctors.
The new measures are expected to help reduce the number of calories consumed by children each year.
