In new plans to curb the “ticking time bomb” that is child obesity, junk food adverts will be banned in all tube stations and bus stops across London from February, next year. London Mayor Sadiq Khan has set out detailed plans for a crackdown on promotion of foods high in salt, sugar, and fat, also permitting restaurants and takeaways to promote their healthiest products. London has one of the highest child overweight and obesity rates in Europe, with almost 40 per cent of 10-11 year olds deemed an unhealthy weight.
“Child obesity is putting the lives of young Londoners at risk and placing huge pressure on our already straining health service. It is absolutely imperative that we take tough action against this ticking time bomb now, and reducing exposure to junk food advertising has a role to play in this- not just for children, but parents, families and carers who buy food and prepare meals,” Sadiq Khan said. He also said, “It's completely unacceptable that in a city as prosperous as London, where you live and the amount you earn can have a massive impact on whether you have access to healthy, nutritious food.”
While adverts for unsalted nuts, raisins, and sugar-free drinks will be allowed, products deemed “less healthy” by Public Health England will be banned. Such products include chocolate bars, burgers, and fizzy drinks. February 25 onwards, the restrictions will apply to advertisements on all modes of transport controlled by TfL, including underground, overground, London buses, trams, and river services. The move is similar to one imposed in Amsterdam last year, where curbs were put to limit the amount of exposure children have to junk food ads.
A Cancer Research report had revealed earlier this year, that young people who are often exposed to adverts, were more than twice as likely to be obese. The same study also found 87 per cent of young people found adverts for high fat, salt, and sugar products appealing, with three-quarters tempted to eat a product after seeing such an advert.
Commending Khan's move, celebrity chef Jamie Oliver said, “This is an amazing move from the Mayor and TfL, and they've got overwhelming support from Londoners who’ve said loud and clear they want a transport system with healthier ads and messages.” Chef and campaigner Hugh Fearnley-Whittingstall said, “When it comes to tackling childhood obesity, we need to pull all the levers possible, which is why I'm delighted to hear that not only are the Mayor of London and TfL removing junk food ads on their network, but they're actually going to promote vegetables instead. This is a real victory for veg- let's hope TfL paves the way for others to follow.”
Health experts have also rendered their support for the product. Chief Medical Officer Dame Sally Davies called it an “important step” to winning the war against child obesity. “We know advertising directly influences children's choices so this very welcome announcement has come at a crucial time,” said Professor Russell Viner, President of the Royal Colleg of Paediatrics and Child Health.
