New ‘nanny state’ ban on junk food advertising online and on TV before 9pm will cut just TWO calories a day from children’s diets – equal to less than a tenth of a jelly baby [Video]

19:00 EST 02 Dec 2024, updated 06:33 EST 03 Dec 2024

A new ban on junk food advertising on TV and online will cut just two calories a day from children’s diets – equal to less than a tenth of a jelly baby.

Ministers will today introduce legislation curbing the commercials despite acknowledging it could cost firms £199 million a year while having a marginal impact on diets.

The policy is aimed at reducing children’s exposure to foods that are high in fat, sugar or salt, such as cakes, biscuits, ready meals and crisps.

It will come into effect from October next year and apply to advertising on TV before the 9pm watershed and on the internet at all times.

The Government’s impact assessment says the measures are likely to reduce children’s exposure to such adverts by just 8.9 seconds and cut 2.1 calories from their diet each day.

Taken as a whole, the Department of Health and Social Care says …