Healthier Food Ads: Protecting Kids from Junk Food Marketing
Starting this week, children will see fewer ads for unhealthy food and drinks, as advertisers voluntarily implement restrictions ahead of a full ban in January. Ads for products high in fat, salt, and sugar (HFSS) will be prohibited on TV during peak hours for children (5:30 am to 9:00 pm) and banned entirely online. This initiative targets 13 key categories linked to childhood obesity, including sugary drinks, chocolates, sweets, pizzas, and ice creams, as well as certain cereals and bread products with high HFSS scores. Only items deemed “less healthy” based on nutrient scoring will face restrictions, encouraging food producers to reformulate their offerings to meet healthier standards. The move aligns with growing awareness of the importance of healthy eating, especially amid rising concerns about childhood obesity and related health issues like tooth decay. Statistics show one in ten children in early school years is obese, with one in five experiencing tooth decay by age five. In the UK, obesity-related healthcare costs exceed £
Fewer Ads for Unhealthy Food: A Step Towards Healthier Choices for Children
Starting this week, children will encounter fewer advertisements for unhealthy food and drinks, thanks to a voluntary move by advertisers that precedes a complete ban scheduled for January. This initiative, aimed at addressing childhood obesity, will restrict ads for foods high in fat, salt, and sugar (HFSS) from appearing on television between 5:30 am and 9:00 pm, while also banning them entirely online.
The restrictions target products from 13 key categories identified as major contributors to childhood obesity, including sugary soft drinks, chocolates, sweets, pizzas, and ice creams. Surprisingly, even breakfast staples like sweetened cereals and porridges, as well as certain bread products, sandwiches, and main meals, fall under scrutiny if they score high in saturated fat, salt, or sugar. Only items that meet both criteria—belonging to these categories and being deemed “less healthy” based on nutrient scoring—are subject to the ban.
However, this shift also presents an opportunity for food producers to innovate. Companies can still advertise healthier versions of their products, encouraging reformulation to reduce sugar, salt, and saturated fat. For instance, plain porridge oats and most mueslis or granolas remain unaffected by the regulations, though options laden with added sugars, syrups, or chocolates may face restrictions. Importantly, ads for brand names that do not explicitly feature HFSS products will still be permitted.
This move resonates with Malta’s growing awareness of the importance of healthy eating for overall well-being. With rising concerns about childhood obesity and related health challenges, such as tooth decay, this measure aligns with broader global efforts to promote better dietary habits. Locally, initiatives like this could inspire changes in how food manufacturers and restaurants approach their offerings, making healthier options more accessible and appealing.
According to recent statistics, one in ten children in their early school years is already classified as obese, with one in five experiencing tooth decay by the age of five. The long-term effects of unhealthy diets not only impact children’s quality of life but also place an immense burden on healthcare systems. In the UK, obesity-related issues cost the NHS over £11 billion annually. Evidence suggests that reducing children’s exposure to unhealthy food advertising can significantly influence their dietary choices, potentially reducing the risk of obesity and related health concerns. The UK government estimates that this ad ban could prevent approximately 20,000 cases of childhood obesity.
A spokesperson for the Department of Health and Social Care emphasized the importance of these new measures, stating: “Obesity robs children of the best possible start in life, sets them up for a lifetime of health problems, and costs the NHS billions. This government is taking action to end the targeting of junk food ads at kids, across both TV and online. This is a crucial step toward shifting the focus of healthcare from sickness to prevention, helping every child achieve a healthy, happy start to life.”
For families in Malta, this could serve as a moment to reflect on how advertising shapes food choices, particularly for children. While local regulations may differ, the principle of promoting healthier diets remains universal. Restaurants and cafés across Malta have already begun to embrace this shift, offering diverse menus that cater to health-conscious diners. From salads bursting with fresh Mediterranean flavors to vegan and low-sugar dessert options, establishments are rising to the challenge of making nutritious meals more enjoyable and accessible.
Parents, too, can play a pivotal role by fostering a balanced approach to food at home. Encouraging children to enjoy Malta’s abundant fresh produce—think tomatoes, zucchini, and citrus fruits—can help instill lifelong healthy habits. Limiting sugary snacks and opting for wholesome alternatives, such as wholegrain bread or natural yogurt topped with local honey, can make a significant difference in their overall health.
As Malta continues its journey toward healthier living, the spotlight on reducing exposure to unhealthy food advertising serves as a timely reminder of the importance of informed choices. Whether dining out or preparing meals at home, small, conscious decisions can pave the way for a healthier future for both children and adults alike.