The UK government has announced that it will not be possible to broadcast on TV and on the Internet advertisements promoting products high in sugar, salt and fat before nine in the evening from the end of next year, as part of Boris Johnson’s plan to fight childhood obesity.
The new guidelines will apply to soft drinks, cakes, chocolate, ice cream, pastries, biscuits, milkshakes, cereals, pizza, ready meals, French fries and other fast food meals. As a result, TV channels are expected to lose 200 million pounds in annual advertising revenue.
However, the guidelines do not reach a total boycott on the advertising of unhealthy food products. According to the government, companies in the field, such as McDonald’s, will also be able to advertise at earlier hours as long as they do not display the products. Also, companies with less than 250 employees will not be affected by the restrictions.
In addition, there will be no restrictions on voice advertising via the Internet and therefore companies will be able to advertise in podcasts and radio stations that broadcast online. The big companies will also be able to continue running websites and accounts on social networks.