Ban on junk food adverts across London’s public transportation network stirs controversy

26 Nov 2018 --- The Mayor of London, Sadiq Khan, is implementing a ban on junk food advertisements across London’s public transportation network, Transport for London (TfL). The move has received mixed reactions with health organizations supporting it and the advertising community deeming it ineffective and potentially harmful to commuters.

In order to tackle childhood obesity in the British capital, the Underground, Overground, buses and bus stops will be free of advertisements of food and drink that is high in salt, sugar and fat. The ban will be in effect from February 25, 2019, and has “overwhelming support from Londoners,” according to Khan.

Even though the Advertising Association says it would have “little impact on the wider societal issues that drive obesity,” Mayor Khan is supporting work to encourage healthy eating like the “Veg Power” campaign, led by the Food Foundation. 

“It’s clear that advertising plays a huge part in the choices we make, whether we realize it or not, and Londoners have shown overwhelming support for a ban on adverts for junk food and drink on our transport networks,” Khan says.

Food and drink brands, restaurants, takeaways and delivery services will only be able to place adverts which promote their healthier products, rather than simply publicizing brands.

The proposal for the ban was launched in May as part of a public consultation into Mayor Khan’s draft “London Food Strategy.”

London City Hall says that after the plans were announced, an online consultation of 1,500 people resulted in 82 percent of respondents backing the proposal. 

The Advertising Association believes that the results of the move will leave commuters suffering higher prices for transport fares as revenue from adverts will decrease for the TfL. 

The UK already has “the strictest rules in the world when it comes to advertising high-fat salt sugar foods,” Chief Executive of the Advertising Association, Stephen Woodford says, supporting that there are enough measures in effect.

The scheme is backed by an array of health institutions, professionals and research studies, as well as by Chief Medical Officer for England, Dame Sally Davies, who describes it as an “important step in the right direction.”

Chris Askew, Chief Executive of Diabetes UK says: “Diabetes UK welcomes this bold move from the Mayor of London, and we hope these measures will go some way to reducing the negative impact advertising products high in sugar, salt and fat can have on all users of the TfL network, particularly the children and young people who use it every day.”

Earlier this year, a report published by Cancer Research UK found young people who recalled seeing junk food adverts every day were more than twice as likely to be obese. The same study found 87 percent of young people considered adverts for high fat, salt and sugar products enticing, with three-quarters tempted to eat a product after seeing such an advert.

Mayor Khan says that: “Reducing exposure to junk food advertising has a role to play in this – not just for children, but parents, families and carers who buy food and prepare meals,” and “tougher action” is required. 

The move is also supported by Lilli Matson, Director of Transport Strategy at TfL, who states: “As the capital’s strategic transport authority, we have a crucial role in the health of Londoners. We also have a large advertising estate with a very diverse audience covering all ages.”

Claire Pritchard, Chair of the London Food Board, states: “The London Food Board has worked hard highlighting the importance of making it easier for all Londoners to eat more healthily, so I am delighted that the Mayor is taking such a major step to help tackle child obesity in London.”

According to research presented at the 57th Annual European Society for Pediatric Endocrinology Meeting, simple vitamin D supplementation may be part of an effective strategy to tackle childhood obesity and reduce the risk of serious health problems, such as heart disease, in adulthood. 

Obesity in childhood and adolescence represents a major health problem worldwide, which leads to the development of expensive, serious and debilitating complications, including heart disease and diabetes, in later life.