Ad Industry Says UK Government HFSS Ban Is Set to Fail

The IAB, IPA, AA and ISBA all claim a ban will be ineffective in reversing childhood obesity rates

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In its commitment to lower the level of childhood obesity across the U.K., the Government confirmed that it plans on regulating adverts of high fat, salt and sugar foods across TV and online. This will impact spending from some of the biggest brands in the country.

The ban follows Government figures that discovered that one in every three children in England leaving primary education was overweight or obese.

In 2019, the World Health Organization (WHO) called for such a measure to be introduced to protect children.

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