A significant step has been taken in the United Kingdom toward promoting healthy nutrition. A new law restricting the advertising of food products high in fat, salt, and sugar has come into force in the country. This decision is primarily aimed at combating the problem of childhood obesity.
Under the new regulations, advertising such products on television is prohibited before 9:00 p.m. Their promotion on online platforms is completely banned at any time. According to government officials, this measure is intended to “help parents raise the healthiest generation of children in history.”
The restrictions apply to 13 categories of products with high levels of sugar, salt, and fat. These include sugary drinks, chips and salty snacks, biscuits and ready-to-eat breakfast products, popcorn, chocolate, chewing gum, ice cream, sugary baked goods, pizza, and frozen meals.
At the same time, producers of “unhealthy food” are still allowed to advertise their brands during children’s viewing hours. However, the direct display of harmful products is strictly prohibited. Many companies have already begun adapting to the new requirements in advance.
According to official statistics, more than 22 percent of children entering primary school in the UK are overweight or obese. By the time they complete school, this figure rises to nearly 36 percent. In addition, one of the main reasons for medical visits among children aged 5 to 9 is tooth decay.
Experts emphasize that advertising directly influences children’s food choices and eating habits. The new restrictions aim to reduce the annual calorie intake of children by 7.2 billion and decrease the number of obese children by 20,000. In the long term, these measures are expected to save nearly £2 billion due to overall improvements in public health.
It should also be noted that the United Kingdom has implemented a “sugar tax” since 2018. Under this policy, manufacturers of sugar-sweetened soft drinks pay an additional tax to the state budget. This is also considered one of the measures aimed at encouraging a healthy lifestyle.
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