In a significant move to address childhood obesity, junk food advertisements will be prohibited on select bus and train services in the North East of England. This initiative is part of a broader campaign aimed at reducing unhealthy food promotions aimed at children.
The North East joins eight other regions participating in this campaign, which prohibits unhealthy food advertising on the Metro and local bus services. The AdEnough campaign, spearheaded by renowned chef Jamie Oliver, emphasizes the urgent need to combat the constant barrage of unhealthy food messaging that children face.
Recent data from Newcastle City Council reveals troubling statistics: 11% of reception-age children and 26% of Year Six students in the North East are classified as obese. Nationally, over one in five children are overweight or obese by the time they begin primary school, a figure that rises to more than one in three by the time they graduate.
North East mayor Kim McGuinness expressed her determination to curb this trend, stating that “enough is enough.” She criticized the targeting of children with junk food advertisements as “predatory” and argued that the ban would send a strong message to junk food companies, aligning with national efforts to limit such marketing tactics.
The implementation of this ban is contingent upon finalizing McGuinness’s plans to remove control of bus services from private operators.
The initiative is not limited to the North East; mayors across Greater Manchester, Liverpool, North Yorkshire, South Yorkshire, West Yorkshire, Cambridgeshire, Peterborough, and the West Midlands are also expected to adopt similar measures. Greater Manchester Mayor Andy Burnham emphasized that young people deserve “the best possible start in life” and hailed the initiative as a significant step in the fight against junk food corporations.
In London, a similar ban on junk food advertising on tubes and buses is already in effect, demonstrating a growing trend towards protecting children from unhealthy food marketing.
Chef Jamie Oliver lauded the initiative, calling it “brilliant” and highlighting its importance for the health of children. He noted that while the ban is a much-needed step toward fostering healthier communities across the UK, there remains significant work to be done in combating unhealthy food messaging.
In September, the government announced plans to ban online junk food advertisements starting next year, as well as restricting TV ads for such products before 21:00. This comprehensive approach reflects a growing recognition of the need to protect children’s health in an environment saturated with unhealthy food options.
As the North East and other regions implement bans on junk food advertisements, the hope is to create a healthier environment for children and combat the rising rates of obesity. This initiative represents a collective effort to redefine the landscape of food marketing aimed at young audiences and foster a culture that prioritizes health and well-being.
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