Once upon a time in Italy they said "everyone goes to bed after Carosello": advertising was an event concentrated in a few minutes, to the point of being a spectacle even for children.
Today advertising covers many hours of the day, and is often anything but a spectacle, especially for the little ones. Perhaps that's why the British government will soon implement nationwide restrictions on TV ads promoting junk food.
Junk food: as dangerous as smoking and alcohol
As part of a broader (and necessary, I would say) fight againstobesity, ads for junk food rich in sugar, fat and salt will not be allowed on TV between 5:30 am and 21:00 pm.
A historic measure, which can lead the way to other countries.
According to a 2020 report by the British National Health Service, the majority of adults in those parts are overweight or obese: 67% of men and 60% of women. What's worse, however, is that 20% of children by age 6 have been classified as obese.
Obesity enemy number one: junk food is his right hand
Prime Minister Boris Johnson said the NHS costs associated with obesity are “large”.
I think we're taking the right approach. I think it's important to send a message. I fear we have a national obesity problem and we need to address it.
Boris Johnson, English Premier, in a intervention to the BBC
Fighting junk food doesn't just benefit your weight, but your overall health. We have just seen during the COVID-19 pandemic how excess weight can constitute one of the comorbidities in serious diseases.
Sending a signal through food advertising is entirely correct.
From late 2022, TV commercials promoting foods such as ready meals, chicken nuggets and battered fish will not be allowed outside the designated timeframe either.
The new junk food policy applies to both live and on demand programs. And it doesn't apply to companies with fewer than 250 employees.
The ban will not harm companies: only their "dirty" business. They will still be able to promote their products, as long as they are healthy.
An example: if a company has breakfast cereals full of sugar, that will count as junk food: they won't be able to advertise it. If he also has a healthier figure, that will be able to enter the commercials.
It is a first step: in the end, for those most "food addicts", the time zone that was once prey to erotic ads will be replaced by those of French fries. Or maybe they can always try to persuade customers in their sleep.
