Online junk food ad ban to be axed as it would have almost no effect on obesity

AN online junk-food ads ban is to be axed as it would have almost no effect on obesity.

The proposal would cut a child’s annual calorie intake by just 700 — equivalent to four packets of crisps.

The online junk-food ads ban is to be axed as it would have almost no effect on obesity

Following a review, Whitehall insiders say ministers now accept that a boycott would be “disproportionate” as it would cost businesses tens of millions.

PM Boris Johnson backed an online crackdown following his battle with Covid, saying he and the nation were too fat.

But food and drink manufacturers said the proposal was flawed and would banish adverts for family favourites such as Marmite and mustard.

A letter from firms behind 3,000 brands said there would be many unintended victims.

They asked if it was really the plan to stop, for example, a wedding cake maker from sharing product details on its Instagram account to grow its sales.

It was found the proposed junk food ad ban would cut a child’s annual calorie intake by the equivalent of four packets of crisps

Campaigners welcomed the impending climbdown which would also have stopped pubs struggling with Covid from putting menus on social media.

The Adam Smith Institute said: “It’s right the Government has realised the plan to ban online ads for Great Britain’s food heroes was well and truly mad.

“It’s a commonsense victory for every local bakery, coffee shop, pub, chippy and curry house.”