The UK government has reportedly announced that it plans to impose a complete ban on the advertising of junk food online, the harshest digital marketing restriction across the globe, in an effort to tackle the increasing obesity crisis in the country.

While the move has been welcomed by the country’s health campaigners, it has taken the advertising industry by surprise, which has called the ban draconian and indiscriminate. The ban is currently subject to a six-week long consultation period.

The new regulations, which are much tougher than the proposals made in summer, would majorly impact foods that are classified to be too high in sugar, salt, and fat. However, an array of other foods, from marmite and avocados to cream and jam, might also be affected alongside what is seen as traditional junk food.

UK Health Secretary, Matt Hancock stated that the government is determined to help families, children, and parents throughout the country make healthier decisions when it comes to the food they consume. In present times, children spend a lot of time online and parents want reassurance that they are not exposed to ads promoting unhealthy foods, which could affect eating habits for life.

The tougher than anticipated regulations were devised after UK Prime Minister, Boris Johnson changed his perception on the topic of personal health decisions after his COVID-19 infection. Overweight people are more prone to suffer severe illness from the COVID-19 virus, or even die. Research has discovered that one in three children leaving the primary school are obese, or overweight, as are approximately two-thirds of adults in the country.

The consultation cited research outcomes that children were viewing an increasing number of ever-growing online junk food ads. The UK government estimated that in 2019, children less than 16 years of age were exposed to over 15 billion junk food ads online, a number that was 700 million two years prior.

Source credit: https://www.theguardian.com/media/2020/nov/10/uk-to-ban-all-online-junk-food-advertising-to-tackle-obesity