Jamie Oliver and 9 UK mayors to cease junk-food promoting and prioritise youngsters’s well being. That is the primary time Mayors from throughout the nation have joined forces to guard the well being of youngsters.
9 UK mayors have backed Jamie Oliver’s ‘AdEnough’ marketing campaign to cease the relentless bombardment of out of doors junk-food promoting, with a dedication to banning junk meals advertising and marketing throughout the areas they management and defend the well being and well-being of their communities.
The Mayors have come along with a pledge to assist cease youngsters being uncovered to dangerous junk meals promoting on public transport. The dedication means any Mayor introducing bus franchising powers will ban the adverts, with the identical ban launched on Metro methods, over the approaching years.
The locations we reside in are flooded with unhealthy meals. It’s in our faculties, on our grocery store cabinets and excessive streets, and is commonly closely and manipulatively marketed. In January, it was reported that almost one in four children aged 10 and 11 in England have obesity in keeping with a examine by the Nationwide Institute for Well being and Care Analysis Southampton Biomedical Analysis Centre and College of Southampton.
Proof exhibits that junk meals promoting is contributing to alarming childhood weight problems ranges, closely influencing what and the way a lot our kids eat. However right now the Mayors have united behind a pledge to make use of their powers to cease the flood of pointless junk meals adverts.
This summer time, younger activists from Chew Again launched a billboard ad marketing campaign at household hubs throughout the UK, to spell out their clear message on junk meals promoting: “Younger activists purchased this area so junk meals giants couldn’t. We’re giving youngsters a business break.” Because the group requires an finish to dangerous promoting content material, working collectively, the Mayors have responded with a recent unified dedication to tackle focused junk meals advertising and marketing that’s harming our kids’s well being in an effort to create more healthy communities for kids to reside, develop and play. That is the primary time that the Mayors have come collectively on a coverage of this scale for public well being.
“We all know junk-food advertising and marketing has a big impact – notably amongst youngsters” mentioned Jamie Oliver “by taking motion the Mayors are doing what they will to safeguard the well being and well-being of their communities. After all there’s extra to do, nevertheless it’s an important begin.”
North East Mayor, Kim McGuinness, mentioned: “By working collectively, we ship a transparent message to junk meals corporations – and align with broader nationwide efforts to limit junk meals promoting – that the times of focusing on youngsters and younger folks with predatory promoting for merchandise that hurt their well being are over. Sufficient is sufficient.”
Jamie Oliver, Chef and Campaigner, mentioned: “It’s so sensible to see the mayors stepping up, committing to this daring initiative and banning junk-food advertisements of their public areas. It’s a much-needed and very important step in direction of creating more healthy, happier communities throughout the UK, the place our youngsters aren’t continually bombarded with unhealthy messaging round meals. After all, there’s nonetheless a protracted method to go, however this can be a nice begin. Relating to defending our kids, we’ve all had #AdEnough.”
Chew Again activist, Yaqub, 17, from South Shields, mentioned: “In every single place I look, there’s an advert for unhealthy food and drinks – on excessive streets, bus stops, and even billboards close to my faculty. Whether or not I’m scrolling via TikTok, watching TV, or strolling round city, I’m continually bombarded with junk meals advertisements. Our era within the UK is uncovered to fifteen billion junk meals adverts on-line and three.6 billion on TV yearly. It’s time to take motion! Politicians have the facility to vary the meals system, and it’s wonderful to see Metro Mayors taking a stand and placing youngsters’s well being first. We want extra of this to guard the well being of future generations.”
Most cancers Analysis UK’s chief govt, Michelle Mitchell, mentioned: “Being chubby or overweight is the second greatest reason behind most cancers within the UK after smoking. This daring transfer by England’s regional mayors to limit junk meals promoting may make it simpler for folks of their communities to keep up a wholesome weight, whereas additionally relieving pressures on the NHS.
“The world round us closely influences what we eat and drink, so it’s additionally constructive to see wider commitments by the UK Authorities to restrict junk meals promoting on TV and on-line, and discover additional measures to deal with childhood weight problems. That is very important progress in direction of decreasing the variety of preventable circumstances of most cancers, and in flip, saving lives.”
Katharine Jenner, Director, Weight problems Well being Alliance, mentioned: “Throughout the nation, there’s a rising motion of native authorities taking a stand for little one well being. On daily basis, we see junk meals advertisements in every single place we glance – on billboards, bus stops, even in our faculties. It’s not honest, and it’s affecting our well being. Kids uncovered to junk meals adverts are extra possible to decide on unhealthy meals. This evidence-based coverage is a vital transfer to cut back the danger of diet-related ailments like weight problems and Sort 2 diabetes in younger folks.
“We hope this highly effective instance from the Mayors will encourage each councils and our nationwide authorities to observe go well with and take this essential step to guard little one well being.”
Anna Taylor, Chief Government, Meals Basis, mentioned: “Dad and mom and children are sick of promoting which tips them into shopping for issues that are dangerous to their well being. These mayors have realised this has to cease and are utilizing their powers to make it occur. That is what management seems to be like in delivering a more healthy era of youngsters.”
John Maingay, Director of Coverage and Influencing on the British Coronary heart Basis, mentioned: “Kids see junk meals promoting in every single place – at dwelling, on-line, and on their method to faculty. That is regardless of clear proof displaying that youngsters who’re uncovered to these kind of adverts are extra possible to decide on unhealthy meals. “Immediately’s dedication is a vital transfer to cut back the danger of weight problems and kind 2 diabetes in younger folks, and in flip their danger of coronary heart illness and stroke in later life. Alongside Authorities plans to introduce restrictions on on-line and TV junk meals promoting subsequent 12 months, extra hearts can be protected now and sooner or later.”
Fran Bernhardt, Maintain’s Industrial Determinants Coordinator mentioned: “More healthy meals promoting insurance policies are a no brainer intervention for kids’s well being. With substantial proof of the well being advantages of doing so, increasingly more native governments are switching the highlight from unhealthy meals and drinks. Clear and strong insurance policies have been proven to enhance well being whereas sustaining promoting revenues, and Maintain has efficiently supported the Mayor of London and virtually twenty English councils to usher in such insurance policies. We’ve an excellent set of resources and experience to assist so we look ahead to these Mayors following good apply to show their curiosity right into a actuality by getting insurance policies in place to set the stage for more healthy meals and drinks.”
Feedback from the Mayors:
Mayor of the West Midlands, Richard Parker, mentioned:“I need the West Midlands to be a area that provides our younger folks the most effective begin in life. Childhood weight problems is a matter that impacts on all our communities.
“Our youngsters’s well being is crucial and already we observe authorities pointers for promoting on our metro and bus stops. However I wish to see if we are able to go additional, and discover different methods wherein youngsters in our area could be helped to make more healthy selections.
“It’s essential to set younger folks up for the easiest futures.”
Mayor of West Yorkshire, Tracy Brabin, mentioned: “The well being and wellbeing of our communities is important. Public transport performs an essential function on this, encouraging folks to decide on extra sustainable methods to journey.
“As we take better management of our public transport community in West Yorkshire, we should proceed this good work selling wholesome, energetic existence by taking a wise method to the promoting of junk meals.”
Mayor of Better Manchester, Andy Burnham, mentioned: “Chew Again have taken the battle to the junk meals giants and it’s solely proper that we be a part of our voices in assist. Our younger folks deserve the absolute best begin in life and meaning leaders talking as one and taking motion the place we are able to to restrict the affect of junk meals adverts.”
Steve Rotheram, Mayor of the Liverpool Metropolis Area, mentioned: “As Mayor of the Liverpool Metropolis Area, I’m proud to affix forces with leaders throughout the nation to assist battle again towards the relentless tide of junk meals promoting. Our youngsters deserve the most effective begin in life, however too typically they’re bombarded by adverts pushing unhealthy food and drinks, making it more durable for them and their dad and mom to make knowledgeable selections. This isn’t about pointing fingers or inserting blame—it’s about taking sensible steps to guard future generations from the rising tide of weight problems and diet-related well being points.
“As we take better management of our transport networks, now we have the chance to not solely put the general public again into public transport however to prioritise public well being too. By working along with the federal government and companies, we’re sending a transparent message: our youngsters’ well being comes first. This is only one a part of our wider effort to create more healthy, fairer communities—as a result of no little one ought to be left behind within the battle for higher well being.”
South Yorkshire’s Mayor, Oliver Coppard, mentioned: “My ambition is to make South Yorkshire the healthiest area within the nation, and dealing alongside different mayors I’m decided to place the well being of our communities on the forefront of every little thing I do.
“As Mayors take better management of our transport networks, now we have the facility to ensure they serve our communities – and profit them in each method potential. That’s why we’ve already taken steps to assist folks make higher, more healthy selections, and I look ahead to working with Jamie Oliver and Mayors throughout the nation to cease junk-food promoting on our public transport community and to prioritise youngsters’s well being.
David Skaith, Mayor of York and North Yorkshire, mentioned: “This is a vital step in tackling the prevalence of junk-food promoting that youngsters and younger persons are uncovered to. I’m proud to affix different Mayors in sending this clear message.”
Dr Nik Johnson, Mayor of Cambridgeshire and Peterborough, mentioned: “Something I can do to guard the well being and wellbeing of younger folks is definitely worth the effort. I’m proud to assist this marketing campaign and am decided to work in direction of a neighborhood public transport community free from probably dangerous junk meals promoting.”
The Mayor of London, Sadiq Khan, mentioned: “This can be a nice marketing campaign by Jamie Oliver and one thing that now we have already launched in London with large advantages.
“We have to take daring steps to assist scale back the excessive ranges of kid weight problems not simply in London, however throughout the nation. Lowering junk meals adverts on busy transport networks is simply one of many methods we may help adults and kids make more healthy meals selections.”
Notes to Editors
Key Stats + Sources
- The environment floods us with low-cost, processed meals in our faculties, on our grocery store cabinets and excessive streets. In response to the Chew Again marketing campaign, youngsters within the UK are uncovered to fifteen billion junk meals adverts on-line and three.6 billion on TV yearly.
- And it really works – a great deal of proof which exhibits that junk meals advertising and marketing is linked with sturdy desire for junk meals[1], extra snacking[2] and better consumption of junk meals and decrease consumption of wholesome meals total[3].
- Kids are notably susceptible and intentionally focused; youngsters are extra inclined to the pressures of selling, much less more likely to recognise paid-for content material, and fewer more likely to perceive how information is used for these functions than adults[4].
- Within the first 12 months after the promoting restrictions had been launched on Transport for London (TfL) in February 2019, there have been no promoting income losses. In actual fact, promoting revenues elevated by £2.3 million by March 2020.[5]
- Restrictions for junk meals promoting on Transport for London (TfL) networks have prevented virtually 100,000 weight problems circumstances and is predicted to avoid wasting the NHS over £200 million.[6]
[1] Boyland EJ, Harrold JA, Kirkham TC, Corker C, Cuddy J, Evans D, Dovey TM, Lawton CL, Blundell JE, Halford JCG (2011). Meals commercials enhance desire for energy-dense meals, notably in youngsters who watch extra tv. Pediatrics, 128(1): e93-e100.
[2] Boyland EJ, Nolan S, Kelly B, Tudur-Smith C, Jones A, Halford JCG, Robinson E (2016). Promoting as a cue to devour: a scientific overview and meta-analysis of the results of acute publicity to unhealthy meals or non-alcoholic beverage promoting on consumption in youngsters and adults. American Journal of Medical Diet, 103: 519-533.
[3] Thomas C, Hooper L, Petty R, Thomas F, Rosenberg G, Vohra J (2018). 10 years on: New proof on TV advertising and marketing and junk meals consumption amongst 11-19 12 months olds 10 years after broadcast rules. Most cancers Analysis UK, obtainable from: http://www.cancerresearchuk.org/websites/default/recordsdata/10_years_on_full_report.pdf
[4] https://neweconomics.org/uploads/recordsdata/i-Spy_NEF.pdf
[5] https://www.sustainweb.org/information/jul21-tfl-advertising-restrictions-success/
[6] Chloe Thomas et al. The well being, value and fairness impacts of restrictions on the commercial of excessive fats, salt and sugar merchandise throughout the transport for London community: a well being financial modelling examine. BMC Worldwide Journal of Behavioural Diet and Bodily Exercise. DOI: 10.1186/s12966-022-01331-y
