The UK government's ban on advertising junk food before 9pm on TV and online, which came into force on 5 January, may affect only 1% of the £2.4bn spent annually on food and drink advertising, according to a report by the innovation agency Nesta. The ban, intended to tackle childhood obesity, has been delayed and watered down after industry lobbying, leaving it "mostly ineffective", the report claims.
Nesta estimates that the new regulations cover only £190m, or 8%, of total ad spend, and that figure could fall to £20m as firms shift advertising to outdoor sites and their own social media accounts, which are exempt. The ban does not cover brand advertising, outdoor billboards, or many products high in fat, salt or sugar, such as chocolate spread and toffee-coated nuts.
John Barber, director of Nesta's healthy life mission, said: "This policy was first announced eight years ago and in that time there have been eight consultations and four delays. Partly due to pressure from the industry, these delays and adjustments mean that the restrictions intended to keep us healthy are operating at a fraction of their potential. This policy is at risk of being a paper tiger."
Dr Kawther Hashem of Action on Sugar said: "It is shocking that after nearly a decade of promises, eight consultations, four delays and constant lobbying, the UK could be left with unhealthy food advertising rules that affect as little as 1% of ad spend." The findings come after England's chief medical officer, Prof Chris Whitty, warned that industries had used "very strong lobbyists" to block public health policies.
A Department of Health and Social Care spokesperson said: "We're delivering on our pledge to restrict junk food advertising and are already seeing change – with up to 7.2bn calories set to be removed from UK children's diets each year as a result." The government said the restrictions are part of a wider health plan including limiting price promotions on unhealthy foods.
