A victory for children’s food campaigners!

11 May 2021
The 2021 Queen’s Speech included plans to ban junk food adverts, thanks to the efforts of children’s health campaigners.

School Food Matters, along with over 90 others, wrote to Number 10 last month urging the government to reduce unhealthy food and drink adverts. In a positive response, the Government now plans to ban junk food adverts from April 2022. 

During the State Opening of Parliament, the Queen announced that ‘measures will be brought forward to support the health and wellbeing of the nation, including to tackle obesity’.

The ban will cover advertisements for food high in fat, salt and sugar (HFSS) on TV before 9pm and online completely. New legislation will also restrict HFSS product promotions in stores. Defining food and drinks as being HFSS is likely to be based on the government’s nutrient profiling model.

We welcome the announcement as we know the impact advertising has, from listening to our friends at Bite Back 2030.