Junk food advert ban comes into effect

A caller online and TV prohibition connected the advertizing of unhealthy nutrient comes into afloat effect contiguous aft voluntary restrictions were introduced successful October.

The prohibition prevents ads for "less healthy" nutrient and drinks that are precocious successful saturated fat, brackish and sweetener (HFSS) appearing connected tv betwixt 5.30am and 9pm, and online astatine immoderate time.

The prohibition applies to products that autumn wrong 13 categories considered to play the astir important relation successful puerility obesity.

These see brushed drinks, chocolates and sweets, pizzas, cakes and crystal creams, but besides meal cereals and porridges, sandwiches, sweetened breadstuff products and yoghurts.

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Products that beryllium to these categories volition request to beryllium assessed connected whether they are considered "less healthy" utilizing a scoring instrumentality that considers their nutrient levels and whether they are precocious successful saturated fat, brackish and sugar.

Only products that beryllium to 1 of the 13 categories and people extracurricular the acceptable scope are included successful the advertizing restrictions, which volition beryllium policed by the Advertising Standards Authority.

Products that are assessed arsenic healthier successful some tin inactive beryllium advertised, which the authorities hopes volition pb to changes successful recipes by the nutrient industry.

Adverts for plain oats and astir porridge, muesli and granola volition not beryllium affected, but immoderate little steadfast versions with added sugar, cocoa oregon syrup could look restrictions.

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Rules antecedently stated that products precocious successful saturated fat, brackish and sweetener should not beryllium advertised done immoderate media erstwhile much than 25% of the assemblage is nether 16 years old.

The authorities estimates the advertisement prohibition volition forestall astir 20,000 cases of puerility obesity.

Latest figures suggest 1 successful 10 reception-aged children is present obese, portion 1 successful 5 children has bony decay by the property of five.

It is estimated that obesity costs the NHS much than £11bn each year.

The caller plans were archetypal announced by the Conservatives successful 2021 but were pushed backmost twice.

It comes aft Health Secretary Wes Streeting announced that milkshakes and lattes volition beryllium deed with a sweetener tax for the archetypal clip successful a bid to tackle obesity.