Childhood obesity is a major problem in the UK. Statistics from the National Health Service (NHS) show that one in ten preschool children is obese. As children get older, the numbers increase even more: more than one in five 10- and 11-year-olds are obese.
Voluntary adaptation
To curb this negative trend, the UK is now introducing a ban on advertising unhealthy food on television and online, aimed at children. The ban will take effect from January 5, but many grocery and fast food chains have already adapted their advertising. During Christmas, for example, grocery stores Waitrose and Lidl replaced the traditional Christmas pudding and sweets with homemade pie and apples, reports the British newspaper The Guardian.
It has been difficult to agree which foods should be considered unhealthy, meaning some are still allowed in advertising while others are not. For example, items such as bacon and Nutella are allowed, but certain sauces on Christmas turkey are not, according to the newspaper.
Inconsistent rules
At the same time, products that could be considered healthier, such as sandwiches, salty crackers and less-sweet breakfast cereals, are also banned.
The ban applies to television advertising until 9 p.m. and to paid online advertising.
Representatives of health organizations in the UK have welcomed the new law, but believe that more needs to be done to tackle children's eating habits.
"When a third of 10- to 11-year-olds in England are overweight or obese, more ambitious measures are needed," said the organization The Health Foundation when the government announced the law last fall, calling for similar advertising regulations outside the home and on public transport.
Want to review advertising
Limited advertising for unhealthy foods has also been discussed in Sweden. The Public Health Agency and the Swedish National Food Agency have investigated, on behalf of the government, how young Swedes can develop better eating habits. Among other things, it is proposed that the rules governing advertising aimed at children and young people should be reviewed.
Advertising for unhealthy foods is extremely prevalent and intrusive both digitally and physically. There are regulations for many other unhealthy products, and they may be needed here as well, said Olivia Wigzell, Director General of the Public Health Agency of Sweden, when the proposals were presented at the beginning of the year.
