The British Liver Trust welcomes the introduction of the new Less Healthy Advertising Restrictions, marking a watershed moment in preventative public health policy.
The Government has brought new rules into force to limit the advertising of less healthy food and drink. This is a welcome and long-overdue step to protect children from being constantly exposed to junk food advertising, particularly online and on television. The legislation aims to reduce the harmful impact of junk food on public health and to help tackle the obesity crisis, with around two-thirds of people in the UK currently living with overweight or obesity.
Pamela Healy OBE, Chief Executive of the British Liver Trust:
“Bringing the Less Healthy Food and Drink Advertising Regulations into force marks a watershed moment for child health and a long-overdue step towards tackling overweight and obesity driven by the relentless promotion of unhealthy food and drink. The British Liver Trust is proud to have campaigned alongside other health charities to ensure that these new rules are put in place.
These new advertising restrictions will support better population health and help reduce rates of MASLD or metabolic dysfunction-associated steatotic liver disease (previously called NAFLD or fatty liver disease). Up to one in five people are affected with MASLD and around 12% of these, more than one million people in the UK, live with its more severe form, MASH. This is a leading cause of serious liver damage and can lead to liver cancer or a liver transplant.
The introduction of this legislation, alongside other measures in the 10 Year Health Plan, begins to put in place the policies needed to reduce the downstream impacts of poor population health on NHS services.”
Advertising has a powerful influence on what children want to eat. Reducing the promotion of foods high in fat, sugar and salt can support healthier choices from an early age and help prevent long-term health problems.
These restrictions are also important in addressing the rise in fatty liver disease, known as MASLD (metabolic dysfunction-associated steatotic liver disease). MASLD is now recognised as a major driver of serious liver damage, affecting up to one in five people. Around 12% of those, more than one million people, are living with the more severe form, MASH (metabolic dysfunction-associated steatohepatitis). Overweight and obesity are key drivers of this disease.
The burden of MASLD and obesity is not shared equally. New data from the Office for Health Improvement and Disparities shows that premature deaths from fatty liver disease are now 6.4 times higher in the most deprived areas of England compared to the most affluent.
While the introduction of these restrictions is a positive step, further progress is needed. This includes:
- Adopting the 2018 Nutrient Profiling Model, as set out in the 10 Year Health Plan
- Axpanding the range of products covered by the rules
- Removing exemptions for brand advertising
- beginning work on the next phase of advertising regulation, including outdoor and other media channels
Stronger action will help create healthier environments for everyone, reduce health inequalities, and ease long-term pressure on the NHS.
DoH: Landmark junk food ad ban to protect kid’s health – GOV.UK