The Prime Minister’s obesity crackdown continues with news that adverts for food with a high salt content will be banned from daytime TV.
The new guidelines will mean dozens of foods will be banned from our screens before the 9pm watershed.
Last month it was revealed that Boris Johnson‘s obesity clampdown would affect fattening food.
However, it’s now been reported that food with a high salt content will also be included in his plans.
This means that some of Britain’s favourite foods won’t be seen on screen during the daytime.
The watershed is usually reserved for TV content that is deemed too risqué for younger viewers, such as swearing and sex scenes.
What’s on the banned high salt content food list?
Every day staples such as ham, cheese, bacon and sausages will be hit with the ban.
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Things such as sausage rolls, pasties, quiche, hummus and potato salad are also on there, The Sun reports.
Condiments don’t escape the government’s clutches either.
Tomato ketchup and English mustard are on the list, as is Marmite – although that will undoubtedly be good news for some.
All food with more than 1.5g of salt, 20g fat or 22.5g of sugars per 100g will be targeted.
Campaigners including Daniel Pryor of the Adam Smith Institute are among those urging Boris to drop the plans.
“The government’s barmy ad ban plan doesn’t cut the mustard. Well, technically it does,” the think tank boss said.
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“Instead of helping consumers find great British produce, the definition of ‘junk food’ takes out some of the country’s favourite foods.
All measures – including the ban on advertising of food high in fat, sugar or salt on television and online before 9pm – are proportionate to the scale of the challenge we face.
“It will also hamstring our embattled creative industry without making a dent in obesity rates. TV ads can be annoying but they fund the programmes we all enjoy,” he added.
The government’s response
A Department of Health spokesperson backed the plans, however.
They said: “All measures – including the ban on advertising of food high in fat, sugar or salt on television and online before 9pm – are proportionate to the scale of the challenge we face.”
The government spokesperson added: “They will ensure we tackle obesity as quickly as possible.”
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