垃圾食品广告 公交地铁说不

继今年2月底开始，伦敦地铁、火车、电车和公共汽车禁止播放垃圾食品广告后，为了进一步预防英国儿童肥胖加剧的现象，近日，英国政府提出在电视和 络广告投放上同样设置“分水岭”——英国卫生和社会保障部表示，为应对日益严重的儿童肥胖危机，有关部门已向公众征询意见，计划在晚上9点前将垃圾食品广告撤下荧屏。

2月25日，伦敦交通 禁止投放垃圾食品广告。高脂肪、高盐和高糖食物的海 被禁止出现在伦敦的地铁、公交和公交候车亭。伦敦交通 (Transport for London network)的大部分含糖饮料、汉堡包、巧克力棒和盐渍坚果将被禁止做广告。该 络还包括伦敦地面、电车服务和公交车站。快餐连锁店仍被允许在地铁上做广告，但不能只是简单地推广自己的品牌或通用标识，而是必须推广自己的健康产品，如无盐坚果、葡萄干和无糖饮料。

根据英国卫生和社会保障部的数据，英国三分之一的儿童小学毕业时超重或肥胖，被列为严重肥胖的儿童数量创历史新高。活动人士、医生和政界人士对这一宣布表示欢迎。

电视TV秀的常客、厨师杰米·奥利弗说：“如果我们不能找到有效的方法来改善孩子的健康，英国孩子的寿命将比他们的父母短。事实上，孩子们深受垃圾食品广告的影响，所以媒体和食品行业确实有机会对此做些什么。”

英国卫生和社会保障部表示，“晚9点前禁令”将征求高脂肪、高糖、高盐食品生厂商，以及相关的电视节目、在线流媒体 站和社交媒体公司的意见和建议。

自2007年以来，儿童电视节目中的垃圾食品广告已被禁止，但英国通信管理局(Ofcom)的调查显示，英国青少年在观看电视节目时，64%的时间是在观看全年龄段向的节目，观看专门针对他们的儿童电视节目的时间不过半。

英国卫生和社会保障部预计到2022-2023年，每年将有多达1000名儿童需要治疗与肥胖相关的严重问题，如糖尿病和哮喘。该组织此前曾将目前的状况称为“儿童肥胖日益流行”。

据了解，拟议中的禁令不会影响黄油、橄榄油或肉类等主食的广告。

类似的广告禁令效果究竟如何？在伦敦公共交通垃圾食品广告禁令出台时，广告界人士对此已颇多争议。户外广告公司Outsmart的贸易机构主席贾斯汀·科克伦(Justin Cochrane)表示，此类食品广告目前能为伦敦交通局带来高达3500万英镑的年收入。他警告称，在禁令生效三个月后，并非所有失去的收入都将得到弥补。“没有证据表明禁止垃圾食品广告对预防儿童肥胖特别有帮助。我们已经有了很多自愿的准则。”

科克伦预计，英国其他地区可能会效仿伦敦的做法。荷兰阿姆斯特丹最近也出台了一项类似的广告禁令，此前该国成功推行了一项旨在减少儿童肥胖的举措。

Junk food adverts on TV and online could be banned before 9pm in the UK

Junk food adverts on TV and online could be banned before the watershed as part of Government plans to fight childhood obesity.

Plans for ads to be taken off screens before 9pm have been put out for public consultation in a bid to combat the growing crisis， the Department of Health and Social Care (DHSC) said.

Ads for junk food were banned from London’s transport network on February 25.

Posters for food that is high in fat， salt and sugar have blocked from appearing on London’s Underground， Overground， buses and bus shelters. Advertising is banned for most sugary drinks， hamburgers， chocolate bars and salted nuts across the entire Transport for London network， which also includes London Overground， tram services and bus stops.

Fast-food chains are still allowed to advertise on the tube but only if they promote their healthy products such as unsalted nuts， raisins and sugar-free drinks. They will not be allowed to simply promote their brand or generic logo， to avoid creating a loophole.

One in three children leaves primary school overweight or obese and the number of children classed as seriously obese is at a record high， according to the DHSC.

Campaigners， doctors and politicians welcomed the announcement.TV chef Jamie Oliver said： “If we don’t find effective ways to improve our kids’ health， UK children will live shorter lives than their parents. It’s a fact that kids are hugely influenced by junk food ads – so the media and the food industry has a real opportunity here to do something about it.”

Adverts for foods high in fat， sugar and salt will be consulted on， with the proposed pre-9pm ban affecting TV programmes， online streaming sites and social media companies， the DHSC said.

Junk food adverts during children’s TV shows have been banned since 2007 but research by broadcasting regulator Ofcom claimed youngsters spend 64% of their TV viewing time watching shows not aimed specifically at them.

Up to 1，000 more children per year are expected to require treatment for severe obesity-related problems like diabetes and asthma by 2022-23， the DHSC said.

The proposed ban will not affect adverts for staple foods like butter， olive oil or meat.

Justin Cochrane， the chairman of trade body Outsmart， which represents outdoor advertising companies， said adverts for such food could currently earn TfL up to ￡35m a year. He warned not all of that lost revenue would be replaced after the ban comes into force in three months. “There’s no evidence to say that banning advertising particularly helps with childhood obesity. We already have loads of voluntary codes.”

Cochrane said other areas of the UK might follow London’s lead. Amsterdam recently introduced a similar advertising ban following a successful drive to reduce childhood obesity.