Under the new rules, the broadcasting of advertisements for "less healthy food" on television is only allowed after 9:00 PM, while it is completely banned online. Producers advertising "junk food" are permitted to mention their brands during "children's time," provided that the actual products are not shown.
Many companies have already begun to comply with the new regulations, according to media reports. The British government provides data on the rise of childhood obesity, indicating that 22.1% of children are overweight or suffer from obesity by the time they enter primary school, and by the end of their education, this percentage reaches 35.8%. The main reason for visits to the doctor among children aged five to nine is considered to be dental caries.
Research shows that advertising significantly influences children's food choices and eating habits, shaping their preferences from an early age and increasing the risk of obesity and related diseases. Authorities are confident that the new measures will allow for a reduction of 7.2 billion calories consumed by children each year and decrease the number of children suffering from obesity by 20,000.
In the long term, the new rules are expected to save around 2 billion pounds sterling through improved public health.
The photo on the main page is illustrative: picture alliance / Foodcollection.
