Junk Food Adverts OUT, Veg Power IN. Is the UK Finally Standing Up For Kids Health?
A new measure to help tackle the growing epidemic of childhood obesity has been implemented in London as of February 25th. The London transport network can now no longer carry advertising for food which is deemed to be overly fatty or high in sugar. The impact of this cannot be underestimated and should be rolled out nationwide according to Dr Stuart Flint, of Leeds Beckett University who contributed to the All-Party Parliamentary Group on Obesity. He said;
“This policy is needed across the UK, not just in London. Local authorities should be considering this policy and the potential impact that it could on child and adult health nationally.”
The ban also extends to roundabouts, bus stops, taxis and trams and is designed to reduce the glamorisation of junk food to kids. London has one of the highest childhood obesity rates in Europe with almost 40% of 10-11 year old's being obese.
A spokesperson for the mayor said:
"The mayor is confident these changes will not only reduce children's exposure to junk food advertising, but also empower Londoners to make healthier food choices for themselves and their families."
This is however only shining a light on a more national problem. Obesity rates are sky rocketing as are rates of diabetes type 2 according to new figures from Diabetes UK over 7000 young people in the UK now have it. Physical literacy is also at an all-time low due to our children’s overuse of devices and increased screen time.
There was a study on the influence of social media influencers who actively showed themselves engaging in eating unhealthy products and this demonstrated that children who watched influencers who ate unhealthy products on air measured an increase in unhealthy food within their diets. The same test was done with healthy food and this had very little effect. From this we can extrapolate that kids don’t need much of a nudge to eat poorly and marketing has a significant effect on their eating habits and their perceptions of food.
It will be much more of an uphill battle to glamourize eating healthy but as a nation we have a responsibility to ensure our children’s attitudes towards fruit and veg stays on course. The study data is here.
80% of British kids don’t eat enough veg. There is however a very cool new ITV backed campaign called Veg Power which takes the fight to veg and positions them as the bad guys with the only way to defeat them being to eat them. Veg Power is supported by a host of familiar names in the fight against childhood obesity some of which include Jamie Oliver, ITV, Ella’s Kitchen, Oxford University, Iceland, Birdseye, Morrison’s and Tesco’s
Schools in the UK can do their part to combat childhood obesity. They can request sticker and poster packs here; give your location and number of KS2 pupils to ask for a support pack. Or alternatively download Veg Power posters charts and more to promote the "Eat Them To Defeat Them" message on the following link.
Iwantastandingdesk.com proactively support over a hundred UK schools to implement standing desks into their classrooms keeping movement and active lifestyles a priority in their learning spaces. They see the benefits of this not just in more alert and engaged students but also statistics prove that their children are out-performing inactive students by 16%. Movement is imperative to good mental and physical health. It combats obesity which is linked to cancer and early death.
UK schools can request student standing desk trials here by filling in this very short form.
With new advertising bans alongside campaigns to demonstrate the importance of healthy eating to kids set to a backdrop of a changing curriculum to include health messages it seems that our government is finally waking up to the dire issues arising in our young people and their lifestyles.
Disturbingly children's expected lifespans are now 5 years shorter than our own for the first time in history. We desperately need more initiatives to empower children to make the right choices for themselves and encourage them to get outside and get active so they grow up to become healthy well rounded adults in this ever changing tech led world we have created for them.
Veg Power, School Standing Desks and The Daily Mile are all ways in which schools can help to combat the growing childhood obesity problem. Some schools are proactive in supporting healthy messaging...Is your school contributing to the problem of sedentary behaviour and its negative impacts or providing solutions to tackle childhood obesity? There are certainly lots of ways to have a positive impact. Time to start getting stuck in.