Reading Restricts Junk Food Advertising as Child Obesity Hits 33%

The new policy follows evidence that people in Reading's poorest areas are disproportionately exposed to adverts promoting products high in sugar, salt and fat, and a recent health assessment which found that:

• Over a third of Year 6 children (ages 10-11) are overweight or obese
• Over 60% of Reading adults are overweight or obese
• Less than 30% of adults eat five portions of fruit and vegetables daily – the fourth lowest rate in the South East

The restrictions will help create healthier environments and make it easier for families to choose healthier options, reducing health inequalities across the borough. The policy doesn't ban brands or businesses, but encourages advertising of healthier alternatives.

Matthew Pearce, Director of Public Health for Reading, said:

"Updating our policy aligns us with public health best practice and follows successes in other councils such as Greenwich and Bristol. It will allow us to make a positive impact on the population of Reading and protect current and future generations, regardless of their postcode."

Lead Member for Public Health, Councillor Eden, added:

“Eating a healthy mix of food is important for all of us, and the advertising of junk foods makes it harder to make good decisions about the food we choose. 

“The evidence is clear: where this has been done elsewhere, it makes a real difference. Removing junk food advertising from council sites will put power back in the hands of all of us to make our own decisions - whether it’s parents wanting to encourage their children to eat a balanced diet or all of us as individuals to.”

The policy forms part of Reading's approach to building health considerations into council decisions and tackling obesity at every level.

Media Contact:

Alenka Daniel – alenka@bluelozenge.co.uk