The proposed restrictions on junk food advertising—both a 9pm watershed on television and a total ban on paid-for online advertising, both due to come into force in October 2025—are crucial steps in tackling our unhealthy food environment
In the light of Scotland’s aspirations to become a Good Food Nation, the UK government’s efforts to tackle childhood obesity through restrictions on junk food advertising are timely and critical. Scotland’s Good Food Nation ambition is about fostering a healthier food culture—one where people, businesses, and government are all working towards improved food practices and a healthier population. Addressing obesity is a central pillar of that vision, and limiting the exposure of young people to unhealthy food advertising is a crucial step in the right direction.
Childhood obesity has reached crisis levels across the UK, with more than one-third of children leaving primary school either overweight or living with obesity. This poses a significant challenge not only to the health and wellbeing of these children but also to the National Health Service, which is already under strain. By confronting unhealthy food advertising head-on, we are not just responding to public health needs but are laying the foundation for a more resilient healthcare system—one that focuses on prevention as much as it does on treatment.
The proposed restrictions on junk food advertising—both a 9pm watershed on television and a total ban on paid-for online advertising, both due to come into force in October 2025—are crucial steps. They align with Scotland’s Good Food Nation policies, which emphasize the importance of access to nutritious food, sustainability, and long-term health. It’s a bold move, one that acknowledges the harmful influence of advertising on children’s dietary preferences. Research has long shown that advertising plays a major role in shaping food choices, and these choices often skew towards processed foods high in fat, salt, and sugar.
The commitment to implement these restrictions by October 2025 offers clarity for businesses and public health advocates alike. But it also highlights how long overdue such measures are. Delays in implementation have been linked to concerns about how these restrictions would affect businesses, particularly around the scope of the products being banned. However, the government has provided clear definitions, ensuring that only the unhealthiest, heavily processed products fall within the restrictions, leaving room for businesses to advertise healthier alternatives.
This push towards better regulation around food advertising is a necessary step in becoming a Good Food Nation. Scotland, like the rest of the UK, must focus on encouraging healthier choices at every level—whether through school programs, public education, or corporate responsibility. Progressive businesses, too, are getting on board. Initiatives such as Hope Farm an initiative of the Food, Farming and Countryside Commission), are testament to a growing understanding that healthier food systems benefit everyone—from the consumer to the retailer.
As we move closer to these restrictions being implemented, Scotland’s role as a leader in food policy is more important than ever. The success of the Good Food Nation depends not just on national efforts like these restrictions but on local initiatives, like the Borders Food Forum.
If the Government needs guidance on the next phase of its public health mission, it need only look to the voices of citizens, businesses, and public health advocates who have long called for decisive action. The groundwork is being laid, and now is the time to act.
Karen Birch
October 2024
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