The UK's recently elected Labour Government has taken a long-championed step in the fight against childhood obesity that has the full support of public health officials in New Zealand.
From October 1, 2026, there will be no junk food advertising on television before 9pm, and paid online adverts will be totally banned.
Childhood obesity statistics from Britain's NHS show one in 5 children are obese before they start school, and the figure is one in 3 by the time they leave.
Billboards promoting junk food have been banned in the London Underground for six years and a range of Local Authorities have voted for similar bans.
Obesity Health Alliance director Katharine Jenner said research shows that if you show children junk food advertisements, they will consume more calories.
"That leads to increased risk of diabetes, heart disease and high blood pressure."
"Britain really does need to go further to create a healthy food environment for our children to grow up in."
Here in New Zealand, one in 10 children are classified as obese and more likely to be obese as adults.
New Zealand has the third highest obesity rate in the OECD.
Otago University human nutrition professor Jim Mann said obesity has reached epidemic levels and is responsible for a range of health issues from high blood pressure and diabetes to low self-esteem and depression.
"My only comment is 'gosh, I wish we could have that here in New Zealand'."
Mann said the last Labour government and current National Government has appeared reluctant to implement advertising restrictions.
Work would need to be done before any restrictions could be enforced here, including a clear definition of what constitutes 'junk food', he said.
"But the definitions that have been used worldwide so far have been based on a number of aspects.
"Sometimes they're defined by the nutrient composition. That is too much fat, too much sugar, to high in calories. Sometimes they're defined by food product – the type of food. If you're going to do it, one has to decide on a definition."
Mann said defining junk food is "not insurmountable" and there is widespread support for it among his public health peers.
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