A big burger displayed in the subway or a nice pizza in the photo in a bus shelter: this kind of advertising is no longer allowed in London since the 25 February. The network Transport For London has confirmed the entry into force of this proposed law is in the month of may 2018, by the mayor of the city, Sadiq Khan.
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little by Little, the poster for the foods and drinks that are high in fat, salt and sugar, will be removed from the public transport in london, with a few exceptions. Some will stay for a longer time, businesses have booked advertising space for long periods of time. The prohibition concerns the roundabouts, bus stops, taxis, trains, stations and subway stops. A wide range of businesses is concerned: drinks, orders, takeaway, fast food…
Fighting childhood obesity
The goal: the fight against overweight, which is a real problem in the United Kingdom. In fact, the other side of the Channel, one third of young people entering college are overweight, according to figures from the british government. In London, it is even worse, according to the municipality. Nearly 40% of children between 10 and 11 years old suffer from excess weight or obesity.
During the presentation of the measure, the mayor of the british capital had said it wanted to tackle this ticking time bomb that is the obesity by attacking in the first place to the advertising. Everyday, 30 million journeys are made on the transport network. A study conducted in 2018 by the association Cancer Research UK has shown that “young people who recalled having read the advertisements for junk food were two times more likely to be obese”, 87%of them finding it “attractive” images of foods rich in salt and fat.
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“It is a key spot to promote a good diet and a healthy lifestyle for children and their families”, continued Sadiq Khan. After you have submitted the proposal to Londoners in a referendum, and have obtained a favourable response in 82%, the mayor has decided to realize his project.
strict rules
For its part, the Advertising Association, which represents the advertising industry in the United Kingdom, said on the BBC the implementation of the measure, believing that “the country already has rules the most stringent in the world regarding these foods are rich in fat, salt and sugar”. The organization says the fear that the people living in the suburbs suffer from the ban, which “will lose advertising revenue at Transport for London, which will potentially have an impact on the fares that passengers will have to pay”.
However, many advertisers have already expressed their intention to continue their advertising campaigns in the transport sector, by promoting this time products that are more healthy.
It is not the first measure against obesity is taken in the United Kingdom. From April 2018, sugar-sweetened beverages are subject to a fee. In addition, commercials for fatty foods, sweet and savory are already prohibited on television. From July 2017, the prohibition also applies to the press and the internet.
