Junk food adverts could be banned before 9pm in fight against childhood obesity

Junk food advertisements could be banned before 9pm in an effort to stamp out the ‘epidemic’ of childhood obesity.

Currently, record levels of children are classed as seriously obese and one in three leave primary school overweight or obese.

Research has shown that watching more than six junk food adverts a week can lead to children eating an extra 18,000 calories a year.

Cancer Research UK estimates the additional calories are the equivalent of around 70 Mars bars or 60 cheeseburgers – and could amount to a 5lb (2.3kg) weight gain each year.

Plans for the new watershed have been put out for public consultation in a bid to combat the growing crisis, the Department of Health and Social Care (DHSC) said.

TV chef Jamie Oliver said: ‘If we don’t find effective ways to improve our kids’ health, UK children will live shorter lives than their parents.

‘It’s a fact that kids are hugely influenced by junk food ads – so the media and the food industry has a real opportunity here to do something about it.’

Adverts for foods high in fat, sugar and salt will be consulted on, with the proposed pre-9pm ban affecting TV programmes, online streaming sites and social media companies, the DHSC said.

Junk food adverts during children’s TV shows have been banned since 2007 but research by Ofcom claimed that 64% of the time children spend watching TV they are watching shows not aimed at them.

Public Health Minister Steve Brine said: ‘The NHS is already preparing to treat more and more children for the serious effects of extreme obesity in the future, so we have a duty to address the underlying causes.’

Up to 1,000 more children per year are expected to require treatment for severe obesity-related problems like diabetes and asthma by 2022-23, the DHSC said.

Campaigners, doctors and politicians welcomed the announcement.

Green Party leader Caroline Lucas, who said: ‘This is now the first generation of children that will live shorter lives than their parents.’

Top spending crisp, confectionery and sugary drinks companies in the UK spend £143 million a year on advertising compared to just £5 million spent annually by the Government on its healthy eating campaigns, research by the Obesity Health Alliance found.

Caroline Cerny, of the organisation, said: ‘The evidence is clear – junk food adverts are impacting children’s health and the current regulations are outdated and riddled with loopholes.’

The proposed ban will not affect adverts for staple foods like butter, olive oil or meat.