Campaigners in Scotland have welcomed proposals to introduce a 9pm watershed for junk food advertising on television and online.

The UK Government has unveiled the plan as part of a raft of measures aimed at getting the nation fitter to “protect against covid-19 and protect the NHS”.

While many of the measures relate only to England, the restrictions on advertising of foods high in fat, sugar and salt before 9pm will apply UK-wide.

Analysis published by Cancer Research UK last year found almost half of food adverts shown over a month on the main TV channels were for what they classed as junk food products – which rose to 60% during peak viewing times for children.

The UK Government said it will also consult on whether the ban for online adverts should apply at all times of the day.

A new consultation will also be launched before the end of the year on providing calorie labelling on alcohol, which ministers hope could lead to a reduction in consumption.

The Scottish Government had pledged to introduce legislation to tackle junk food price promotions – such as ‘buy one get one free’ deals – by May 2021, but announced it has been ‘paused’ as a result of the coronavirus crisis.

Lorraine Tulloch, Programme Lead at Obesity Action Scotland, said it was delighted steps are being taken to protect children from “incessant” TV and online advertising of junk foods.

A poll commissioned by the charity last year found a majority of Scots were in favour of placing restrictions on adverts for unhealthy foods.

“This is an important step in creating the right food environments to ensure the healthy choice is the easy choice and to ensure our children can grow up with a healthy weight,” Tulloch said today.

“We know that 74% of adults in Scotland indicated support for such a move so it is great to see a commitment to implementation.”

Alex Holt, Programme Lead at Food Active, an organisation which aims to promote healthy weight, said the UK Government plans were the “first steps” in tackling the today’s obesogenic environment.

She said: “The introduction of a world-leading policy to ban the advertising of less healthy food and drink before 9pm on TV and online is fantastic news and something we have campaigned on for a number of years.”

UK Health and Social Care Secretary Matt Hancock said: “To help support people we need to reduce unhelpful influences like promotions and adverts that affect what you buy and what you eat.”

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