2024年，英国正式实施一项针对垃圾食品广告的严格限令，旨在应对日益严重的儿童肥胖问题。根据新规定，所有高脂肪、高糖或高盐（HFSS）的食品和饮料广告将被禁止在电视晚间9点前以及面向18岁以下人群的网络平台（如社交媒体、视频网站和搜索引擎）上投放。此外，在实体零售场所，HFSS产品的促销活动（如‘买一送一’）也将受到限制。该政策由英国卫生与社会保健部推动，是国家肥胖战略的重要组成部分。政府数据显示，英国约有五分之一的儿童在小学毕业时已处于肥胖状态，而垃圾食品营销被认为是影响儿童饮食选择的关键因素之一。通过限制广告曝光，政府希望减少儿童对不健康食品的渴望，从而改善整体公共健康状况。尽管该政策获得公共卫生专家和家长团体的广泛支持，但也引发部分食品行业和广告商的担忧，认为这可能影响中小企业营收，并带来执行上的复杂性。不过，政府强调，长远来看，此举有助于降低国民医疗服务体系（NHS）因肥胖相关疾病产生的巨额支出，并促进更健康的消费文化。
In 2024, the UK officially implemented a strict ban on junk food advertising aimed at tackling the growing issue of childhood obesity. Under the new rules, advertisements for foods and drinks high in fat, salt, or sugar (HFSS) are prohibited on TV before 9 p.m. and on all online platforms likely to be accessed by under-18s—including social media, video-sharing sites, and search engines. Additionally, in-store promotions for HFSS products, such as ‘buy one, get one free’ offers, are also restricted.The policy, driven by the Department of Health and Social Care, forms a key part of the UK’s national obesity strategy. Government data shows that around one in five children in England is obese by the time they leave primary school, with junk food marketing widely regarded as a major influence on children’s dietary choices. By limiting exposure to such ads, authorities hope to reduce children’s cravings for unhealthy foods and improve public health outcomes.While the measure has been widely supported by public health experts and parent groups, it has raised concerns among parts of the food industry and advertisers, who worry about potential revenue losses for small businesses and implementation challenges. Nevertheless, the government maintains that, in the long term, the ban will help reduce the substantial costs borne by the National Health Service (NHS) due to obesity-related illnesses and foster a healthier consumer culture.
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