Sefton Council bans junk food ads on its billboards

The proposed restrictions will not affect services that are currently advertised

A council has voted to ban junk food adverts as part of a fight against high levels of child and adult obesity.

Sefton Council has passed new legislation which means advertising can no longer be put on council-owned spaces such as billboards.

The ban could also include bus stops, taxi wraps and stations.

The Merseyside council's cabinet approved recommendations to support the ban which will come into effect later in the year.

The proposed restrictions will not affect services that are currently advertised and would allow local services to continue using council-owned sites.

The Local Democracy Reporting Service said a report submitted to the council in the past week found evidence that advertisements for unhealthy food and drink products directly and indirectly impacted what people eat.

It said young people "who recall seeing junk food adverts every day" were more likely to be obese".

Sefton has high rates of child and adult excess weight and widening health inequalities.

Data taken from the National Child Measurement Programme showed Sefton's rates of children living with obesity generally rose with increasing deprivation.

The move follows a similar one by Knowsley Council earlier in the year, which saw it become the first local authority in the North West to restrict unhealthy food and drinks adverts.