BHF comment
Junk food advert restrictions finally come into force
Restrictions on TV and online junk food advertising have come into force with the aim of better protecting children from its harmful influence. 
From today, adverts for less healthy food and drinks will no longer be shown on television before 9pm, and online at all times.
The Government says the action is expected to remove up to 7.2 billion calories from children’s diets each year, reduce the number of children living with obesity by 20,000, and deliver around £2 billion in health benefits over time.
Evidence shows advertising influences what and when children eat, shaping preferences from a young age and increasing the risk of obesity and related illnesses, including cardiovascular disease.
Today’s restrictions target some of the media which children and young people are most likely to use at the times they are most likely to use it.
Obesity is one of our greatest public health challenges. It’s estimated that 27 per cent of children in England have a BMI defined as overweight or obese.
Around 17,000 heart and circulatory deaths each year in England are attributed to obesity – similar in proportion to the impact of smoking.
Protecting children
Dr Charmaine Griffiths, our Chief Executive, said: “With these restrictions finally in force, more children will be better protected from the inescapable and damaging influence of junk food advertising.
“This is an important step towards reducing stubbornly high rates of obesity as studies show junk food advertising is linked to an increased calorie intake, especially in children.
“This matters because if you have obesity as a child, you’re more likely to have obesity – and cardiovascular disease – as an adult. And that means you’re more likely to have a heart attack or stroke.
“If the Government is to achieve its ambition of raising the healthiest generation of children ever, it must go further and bolster these restrictions by extending them to outdoor advertising and a larger range of unhealthy products.”