Jamie Oliver and nine UK mayors have pledged to stop junk-food advertising and prioritise children’s health.
This is the first time Mayors from across the country have joined forces to protect the health of children.
Nine UK mayors have backed Jamie Oliver’s ‘AdEnough’ campaign to stop the relentless bombardment of outdoor junk-food advertising, with a commitment to banning junk food marketing across the areas they control and protect the health and well-being of their communities.
The Mayors have come together with a pledge to help stop children being exposed to harmful junk food advertising on public transport.
The commitment means any Mayor introducing bus franchising powers will ban the adverts, with the same ban introduced on Metro systems, over the coming years.
North East Mayor Kim McGuinness, said: "By working together, we send a clear message to junk food companies - and align with broader national efforts to restrict junk food advertising - that the days of targeting children and young people with predatory advertising for products that harm their health are over. Enough is enough.”
The places we live in are flooded with unhealthy food.
It’s in our schools, on our supermarket shelves and high streets, and is often heavily and manipulatively marketed.
In January, it was reported that almost one in four children aged 10 and 11 in England have obesity according to a study by the National Institute for Health and Care Research Southampton Biomedical Research Centre and University of Southampton.
Evidence shows that junk food advertising is contributing to alarming childhood obesity levels, heavily influencing what and how much our children eat. But today the Mayors have united behind a pledge to use their powers to stop the flood of unnecessary junk food adverts.
This summer, young activists from Bite Back launched a billboard ad campaign at family hubs across the UK, to spell out their clear message on junk food advertising: "Young activists bought this space so junk food giants couldn't. We’re giving children a commercial break.”
As the group calls for an end to harmful advertising content, working together, the Mayors have responded with a fresh unified commitment to take on targeted junk food marketing that is harming our children's health in an effort to create healthier communities for children to live, grow and play. This is the first time that the Mayors have come together on a policy of this scale for public health.
"We know junk-food marketing has a huge impact - particularly among children," said Jamie Oliver.
"By taking action the Mayors are doing what they can to safeguard the health and well-being of their communities. Of course there is more to do, but it’s a great start."
The chef and campaigner added: "It’s so brilliant to see the mayors stepping up, committing to this bold initiative and banning junk-food ads in their public spaces.
"It’s a much-needed and vital step towards creating healthier, happier communities across the UK, where our kids aren’t constantly bombarded with unhealthy messaging around food.
"Of course, there’s still a long way to go, but this is a great start. When it comes to protecting our children, we’ve all had #AdEnough."
Bite Back activist, Yaqub, 17, from South Shields, said: “Everywhere I look, there’s an advert for unhealthy food and drink - on high streets, bus stops, and even billboards near my school.
"Whether I’m scrolling through TikTok, watching TV, or walking around town, I’m constantly bombarded with junk food ads. Our generation in the UK is exposed to 15 billion junk food adverts online and 3.6 billion on TV every year. It’s time to take action! Politicians have the power to change the food system, and it’s amazing to see Metro Mayors taking a stand and putting children’s health first. We need more of this to protect the health of future generations.”
Cancer Research UK’s chief executive, Michelle Mitchell, said: “Being overweight or obese is the second biggest cause of cancer in the UK after smoking. This bold move by England’s regional mayors to restrict junk food advertising could make it easier for people in their communities to maintain a healthy weight, while also relieving pressures on the NHS.
"The world around us heavily influences what we eat and drink, so it’s also positive to see wider commitments by the UK Government to limit junk food advertising on TV and online, and explore further measures to tackle childhood obesity. This is vital progress towards reducing the number of preventable cases of cancer, and in turn, saving lives.”
Katharine Jenner, Director, Obesity Health Alliance, said: “Across the country, there is a growing movement of local authorities taking a stand for child health.
"Every day, we see junk food ads everywhere we look – on billboards, bus stops, even in our schools. It’s not fair, and it’s affecting our health.
"Children exposed to junk food adverts are more likely to choose unhealthy foods. This evidence-based policy is an important move to reduce the risk of diet-related diseases like obesity and Type 2 diabetes in young people.
“We hope this powerful example from the Mayors will inspire both councils and our national government to follow suit and take this important step to protect child health.”
Anna Taylor, Chief Executive, Food Foundation, said: “Parents and kids are sick of advertising which tricks them into buying things which are harmful to their health. These mayors have realised this has to stop and are using their powers to make it happen.
"This is what leadership looks like in delivering a healthier generation of children.”