The British Liver Trust has been campaigning to bring forward measures to restrict junk food advertising. We are pleased to see the new Government has used the King’s Speech to reconfirm its commitment to introduce restrictions on the advertising of junk food to children along with the sale of high caffeine energy drinks.
This is a positive step to address the childhood obesity crisis we face, with up to 4 in 10 children with obesity estimated to have fatty liver disease. The reforms will bring forward a 9pm TV watershed on the advertising of foods which are high in fat, salt and sugar, and restrictions on advertising these foods online.
It is critical that the legislation is brought forward at speed to ensure this public health crisis is addressed at the earliest opportunity.
The UK is experiencing an obesity epidemic. 60% of UK adults are now living with obesity or overweight, a figure that has continued to grow for decades.
Obesity is a major risk factor for many health conditions, including Metabolic Dysfunction Associated Steatotic Liver Disease (MASLD), which is set to become the biggest cause of late-stage liver disease and liver cancer by 2030. Obesity is estimated to cost the UK economy £58bn per annum and places huge avoidable pressures on our NHS.
Vanessa Hebditch, Director of Policy and Communications at the British Liver Trust, says:
“The announcement made in the King’s Speech today confirms the new Government’s commitment to create a healthier future for everyone.
“The nation’s waistband is expanding. We all know that eating too much food that is high in fat, salt and sugar is bad for our health but we also know how hard it can be to make those healthier choices. Junk food advertising and marketing are hugely influential in this, especially when they’re aimed at children.
“We’re really proud to be part of the Obesity Health Alliance’s successful advocacy work to reduce the level of foods high in fat, salt and sugar in the food system. However, obesity is a complex issue and there are many other factors at play. As part of the Obesity Health Alliance, we will continue to campaign to create a healthier future for everyone.”
