London’s blanket ban on ‘junk food’ advertising is not only ineffective, inconsistent and impractical, it’s going to cost a fortune too! Estimated at a whopping £35 million, it will deprive dilapidated public services of desperately needed investment. Who’s decided that chicken burgers are not junk food but olive oil is? And no mince pies allowed at Xmas? No strawberries and cream for Wimbledon?
The simple truth is ad bans don’t work – there’s no proof they reduce childhood obesity. However, there is clear evidence that wide-ranging, collaborative and positive approaches are an effective solution. In Amsterdam, childhood obesity rates fell by 12% between 2012-15, through investment in positive lifestyle and education campaigns.
Telling people what they can do is much more effective than hectoring them about what they can’t. Evidence-based solutions are more effective than political ones.
To find out more: www.getsmartoutside.org.uk