Sefton welcomes new junk food advertising ban

Sefton Council has welcomed the UK Government’s new restrictions on junk food advertising, describing them as a powerful boost to its own local health policies.

The new measures ban advertising for food and drink high in fat, salt and sugar before 9pm on TV and at all times online. The Government says the changes could remove up to 7.2 billion calories from children’s diets each year, help prevent around 20,000 cases of childhood obesity and deliver up to £2 billion in long-term health benefits.

Sefton Council says the national approach closely aligns with its Healthy Advertising Policy, which was adopted in 2024 and restricts the promotion of unhealthy food and drink on council-owned advertising sites.

Dr Rory McGill, Interim Director of Public Health for Sefton, said the announcement reinforces the work already underway locally.

He said: “We are absolutely aligned with the Government’s approach. These new national restrictions support and strengthen the work we have already begun here in Sefton. When local and national action move in the same direction, the impact on children’s health is multiplied.”

Sefton’s Healthy Advertising Policy aims to reduce exposure to marketing that encourages unhealthy choices, particularly among children, while promoting healthier food and drink options across the borough.

The Government’s decision comes amid ongoing concerns about children’s health nationally. More than one in five children in England are overweight or obese when starting primary school, rising to over a third by the time they leave. Tooth decay also remains the leading cause of hospital admissions for young children.

Dr McGill said the new rules directly support evidence-led public health work already taking place in Sefton.

He said: “The Government’s decision confirms what public health professionals have been saying for years — unhealthy food advertising has a powerful influence on children’s choices and long-term health,” he said. “The alignment between national and local action helps create a more consistent and supportive environment for families across Sefton.”

The council says the combined effect of national and local measures will help reduce health inequalities, improve long-term wellbeing and support healthier neighbourhoods.

Dr McGill added that the transition should be straightforward for advertisers.

“Industry is familiar with the tools and criteria. Companies have used the Nutrient Profiling Model for almost 20 years to determine whether products are suitable for advertising to children, so compliance at both national and local level should be achievable.

“What the Government and Sefton are asking for is responsible advertising that supports healthy lives, and that is entirely achievable.”

More information about Sefton Council’s Healthy Advertising Policy is available via the council’s website.

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