The goal of the new measures is to "help parents raise the healthiest generation of children." On television, advertisements for "less healthy food" can now only be shown after 9:00 PM. Online, such advertisements are subject to a complete ban. The restrictions apply to 13 categories of products that contain high levels of sugar, fat, and salt. These include sugary drinks, chips, salty crackers, cookies, sweet yogurts, cornflakes, popcorn, chocolate, chewing gum, ice cream, sugary pastries, pizza, and frozen meals.
According to statistics, 22.1% of children in Britain are overweight or suffer from obesity upon entering primary school. This figure rises to 35.8% by the time they finish primary education. The main reason for doctor visits among children aged five to nine is dental caries.
It is expected that the implementation of these measures will help reduce the annual calorie consumption among children.
