Key points from article :
New rules have come into force across the UK banning television and online advertising for foods and drinks high in fat, salt and sugar (HFSS) in an effort to reduce childhood obesity. From now on, these products cannot be advertised on TV before 9pm or online at any time. The restrictions cover items such as sugary drinks, chocolate, sweets, pizzas and ice cream, as well as some sweetened breakfast cereals, breads and ready meals.
The government says the measures are aimed at reducing children's exposure to advertising for unhealthy foods, as research suggests marketing can strongly influence eating habits from an early age. Officials estimate the ban could prevent around 20,000 cases of childhood obesity, a condition that costs the NHS more than £11 billion each year.
Food manufacturers will still be allowed to advertise their brands and healthier versions of products, encouraging companies to reformulate recipes with lower levels of sugar, salt and saturated fat. However, some experts believe the new rules may have a greater impact on smaller food businesses, which often rely on promoting individual products rather than their overall brand.
Health experts have welcomed the restrictions as an important step towards improving children's diets, while stressing that advertising rules alone are unlikely to solve the problem. They argue that making healthier foods more affordable, accessible and appealing will also be essential to reducing obesity and improving long-term public health.
