Adverts for junk food are to be banned on the entire Transport for London (TfL) network to help tackle childhood obesity.
London Mayor Sadiq Khan has announced that the ban will be implemented from 25 February, meaning that promotions for unhealthy foods and soft drinks will no longer be seen on trains, buses, boats and trams across the capital.
The scheme covers foods that are high in fat, salt and sugar, such as chocolate bars, fizzy drinks and fast food, meaning that big brands like McDonald’s will only be able to advertise healthier products in these locations.
Khan revealed that a public consultation launched back in May and that it had found “overwhelming support” from Londoners for a ban.
“Child obesity is putting the lives of young Londoners at risk and placing huge pressure on our already strained health service,” the Mayor said.
“It is absolutely imperative that we take tough action against this ticking time bomb now, and 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.
“It's clear that advertising plays a huge part in the choices we make, whether we realise it or not, and Londoners have shown overwhelming support for a ban on adverts for junk food and drink on our transport network.
“It's completely unacceptable that in a city as prosperous as London, where you live and the amount you earn can have a massive impact on whether you have access to healthy, nutritious food. I'm determined to change this.”
The move comes after recent figures from Diabetes UK revealed that nearly 7,000 children and young adults now have type 2 diabetes, which is linked to obesity.
This followed a report published by Cancer Research UK earlier this year which found that teenagers are more than twice as likely to be obese if they recall seeing a junk food advert everyday.
Following statistical analysis the results also revealed that teens from the most deprived communities were 40 per cent more likely to remember seeing junk food advertisements every day compared to teens from better-off families.
Dr Jyotsna Vohra, a lead author on the study from Cancer Research UK, said: “It’s particularly worrying that the poorest teens had the best recall of junk food ads. We can’t allow the industry free rein to target young people, especially as we know that eating habits adopted in childhood are more likely to remain into adulthood.
“Curbing exposure to junk food ads would help reduce obesity rates among young people, particularly as their passion for social media shows no signs of waning."
