Call for 21:00 watershed for TV junk food adverts

Television adverts promoting food which is high in fat, salt and sugar should be banned until after the 21:00 watershed, Wales' health minister said.

Mark Drakeford wants the UK government to take action in a bid to improve diets of children and young people.

He said soft drinks are the main contributor, with chocolate, cereals, biscuits, buns, cakes and pastries all making significant contributions.

UK Public Health Minister Jane Ellison said a strategy was being developed.

"The National Diet and Nutrition Survey continues to highlight the poor diet of our young children," Mr Drakeford said.

"Adverts marketing soft drinks, chocolate, other confectionery, and sugary cereals are all making significant contributions to children consuming free sugar.

"All these food sectors are actively marketed during the advertisement breaks of TV programmes we know our children and young people watch, on the internet, as well as in cinemas preceding films targeted at children.

"That's why I have written to the UK government, as have ministers in Scotland, to call for an immediate extension to the Ofcom high in fat, salt and sugar broadcast advertising regulations, which would ban these adverts from appearing on our TV screens until after 9pm.

"This, I believe, could be a key contributor to improving the diets of children and young people across the UK."

In Wales, the proportion of overweight or obese children is 26% and is 2% higher than the worst region for child obesity in England.

Last year, campaign group Action on Junk Food Marketing made a similar call to ban junk food adverts until after the watershed.

It said children's TV viewing peaks around 20:00 but laws to protect children from targeted advertising only cover children's programmes, which tend to be broadcast earlier in the day.

Ms Ellison said: "This government is committed to turning the tide on childhood obesity.

"That is why we are developing a comprehensive strategy looking at all the factors, including sugar consumption, that contribute to a child becoming overweight and obese. This will be published in the coming months."