Sefton Council has warmly welcomed the UK Government’s newly introduced restrictions on junk‑food advertising.

Over 7 billion calories 

Expected to remove up to 7.2 billion calories from children’s diets each year, they ban adverts for foods high in fat, salt and sugar before 9pm and at all times online

This approach, which the Government says will aprevent around 20,000 cases of childhood obesity and deliver £2 billion in long‑term health benefits, is in line with Sefton Council’s Healthy Advertising Policy.

Absolutely aligned

Dr Rory McGill, Interim Director of Public Health for Sefton, said the Government’s action represents a major step forward and reinforces the Sefton’s approach. 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 Council adopted its Healthy Advertising Policy in 2024, banning advertisements for unhealthy food and drink products on council‑owned advertising sites. The aim is to shift the spotlight towards healthier food and drink options and reduce the exposure of vulnerable groups — particularly children — to marketing that encourages unhealthy choices.

Longstanding national concerns

The Government’s new measures come amid longstanding national concerns about children’s health. Over one fifth of children in England are overweight or obese when starting primary school, rising to 35.8% by the time they leave. Additionally, tooth decay remains the leading cause of hospital admissions among young children.

Powerful influence

Dr McGill noted that the new restrictions directly complement Sefton’s own evidence‑led work, saying: “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. The alignment between national and local action makes it easier to create a consistent and supportive environment for families across Sefton.”

Sefton Council says the combined effect of national and local action will help reduce health inequalities, improve long‑term wellbeing, and contribute to cleaner and healthier neighbourhoods.

Transition can be smooth

Dr McGill added: “Industry is familiar with the tools and criteria.

“Companies have used the Nutrient Profiling Model for almost 20 years to determine the suitability of products for advertising to children, ensuring the transition to both national and local compliance can be smooth.

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

“We wholeheartedly welcome the Government’s new restrictions. They bolster our local efforts, reinforce our shared evidence‑based approach, and send a clear national message that children’s health must come first.”

Sefton's Healthy Advertising Policy

You can find Sefton's Healthy Advertising Policy here.