Government signals new controls on junk food ads

THE Government has signalled a tougher crackdown on the advertising of junk food to children, just weeks after stricter new rules came into effect.

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It has published an updated nutrient profiling model (NPM), which is used to calculate which products fall into the “less healthy” category and the associated restrictions on advertising them to children.

The Department of Health and Social Care (DHSC) said it would carry out a full consultation on applying the new NPM to advertising and supermarket promotion rules.

Stricter rules on the advertising of unhealthy food came into full effect this month, preventing ads for food and drink that is high in fat, salt and sugar appearing on television between 5.30am and 9pm, and online at any time.