News that the government is to ban adverts showing certain foods before watershed hours has garnered some controversy and sparked debates across the country. One registered nutritionist, Edward Mather of FuelHub warned that the strict rules are scooping up the wrong foods while potentially stigmatising it as well as the people who eat it.The expert highlighted that the ban is meant to reduce the amount that children are exposed to junk food in order to combat rising obesity rates among the youngest generations. However, he noted that what the government has classified as junk food is seemingly skewed: “There are some foods listed, including porridge oats and protein bars that I would not class as junk food.”
Including porridge oats, which many use as a cheap breakfast staple with most brands selling below £2 a box, in the ban has baffled many people. Edward continued: “No food in isolation is ‘bad’ for you — ultimately it’s the dose that makes the poison. These foods can be enjoyed in moderation as part of a healthy balanced diet and shouldn’t be labelled as ‘junk’.
“Context also plays a role – protein bars can be very useful as a convenient post-training snack, and flavoured porridge oats are a great breakfast option for someone who is active throughout the day.” He warned that making such definitive decrees about certain foods could stigmatise them, leading to unhealthy, anxious relationships with food as some items are demonised by rules like these.
The expert highlighted the potential impact this will have on certain demographics at large too: “‘Junk’ food is often more accessible and affordable in lower-income areas, so restricting ads might unintentionally reinforce the idea that these groups make poor food choices, when in reality, it’s food accessibility that needs to be improved.”
Despite his criticisms, Edward is seemingly in support of the new rules, describing it as a “valuable tool” but warned that the criteria needs to be updated to take into account things beyond a food’s nutritional profile. He explained: “Adverts can have a big influence on our decisions, especially when it comes to food.
“Having a reduced exposure to certain foods can positively impact consumer choices and encourage healthier purchases. Consumers may be less influenced by branding and more likely to choose healthier alternatives, providing they are educated on the matter.” The ban is set to come into play from next October and official estimates state it should prevent 20,000 cases of childhood obesity.