Under the proposed laws, plans for which were included in Labour's election manifesto, television adverts for junk food products will not be allowed to air before the 9pm watershed from October 2025.
The advertising restrictions will also include a ban on paid online junk food adverts to reduce children’s excessive exposure to many foods high in fat, sugar or salt.
The government hopes the measures will remove 7.2 billion calories per year from UK children’s diets, preventing an estimated 20,000 cases of childhood obesity.
Latest NHS data shows 9.2% of reception-aged children are obese, rising to around one in four by year six. In addition, 20% of children have tooth decay because of excess sugar consumption.
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