Government unveils new advertising rules to help tackle childhood obesity

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The government has unveiled new rules on advertising unhealthy foods online and before 9pm on TV across the UK after a public consultation.

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The watershed, which comes into force at the end of next year, will apply from 9pm to 5.30am, meaning adverts for foods high in fat, salt and sugar (HFSS) can only be shown during these times. A total of 79% of public consultation respondents supported a 9pm watershed on TV, while 74% agreed with the introduction of further HFSS advertising restrictions online.

The rules apply to TV and UK on-demand programmes, as well as restrictions on paid-for advertising of HFSS foods online. Online restrictions will be limited to paid-for advertising, ensuring brands can continue to advertise within ‘owned media’ spaces online; such as a brand’s own blog, website, app or social media page.

The regulations apply to food and drink products of most concern to childhood obesity and will ensure the healthiest in each category will be able to continue to advertise. This approach means foods such as honey, olive oil, avocados, and marmite are excluded from the restrictions.

The restrictions will apply to all businesses with 250 or more employees that make and/or sell HFSS products, meaning small and medium businesses will be able to continue advertising.

In addition, trade and business-to-business advertising will still be permitted and audio-only advertising (radio/podcasts) will still be permitted.

The regulations, which are set to be enforced by the UK communications regulator Ofcom, are due to come into force by the end of next year.

Public health minister, Jo Churchill, said: “We are committed to improving the health of our children and tackling obesity. The content youngsters see can have an impact on the choices they make and habits they form. With children spending more time online it is vital we act to protect them from unhealthy advertising.

“These measures form another key part of our strategy to get the nation fitter and healthier by giving them the chance to make more informed decisions when it comes to food. We need to take urgent action to level up health inequalities. This action on advertising will help to wipe billions off the national calorie count and give our children a fair chance of a healthy lifestyle.”

In response, ACS chief executive James Lowman, said: “We’re pleased that small businesses have been made exempt from these regulations. With social media, websites, and local advertising an increasingly important part of convenience stores’ marketing activity, we will now be making sure that there is absolute clarity on the application of these rules so that retailers who do have to comply don’t inadvertently breach these regulations.”