Jamie Oliver and nine UK mayors to stop junk-food advertising and prioritise children’s health. This is the first time Mayors from across the country have joined forces to protect the health of children.
Nine UK mayors have backed Jamie Oliver’s ‘AdEnough’ campaign to stop the relentless bombardment of outdoor junk-food advertising, with a commitment to banning junk food marketing across the areas they control and protect the health and well-being of their communities.
The Mayors have come together with a pledge to help stop children being exposed to harmful junk food advertising on public transport. The commitment means any Mayor introducing bus franchising powers will ban the adverts, with the same ban introduced on Metro systems, over the coming years.
The places we live in are flooded with unhealthy food. It’s in our schools, on our supermarket shelves and high streets, and is often heavily and manipulatively marketed. In January, it was reported that almost one in four children aged 10 and 11 in England have obesity according to a study by the National Institute for Health and Care Research Southampton Biomedical Research Centre and University of Southampton.
Evidence shows that junk food advertising is contributing to alarming childhood obesity levels, heavily influencing what and how much our children eat. But today the Mayors have united behind a pledge to use their powers to stop the flood of unnecessary junk food adverts.
This summer, young activists from Bite Back launched a billboard ad campaign at family hubs across the UK, to spell out their clear message on junk food advertising: “Young activists bought this space so junk food giants couldn’t. We’re giving children a commercial break.” As the group calls for an end to harmful advertising content, working together, the Mayors have responded with a fresh unified commitment to take on targeted junk food marketing that is harming our children’s health in an effort to create healthier communities for children to live, grow and play. This is the first time that the Mayors have come together on a policy of this scale for public health.
“We know junk-food marketing has a huge impact – particularly among children” said Jamie Oliver “by taking action the Mayors are doing what they can to safeguard the health and well-being of their communities. Of course there is more to do, but it’s a great start.”
North East Mayor, Kim McGuinness, said: “By working together, we send a clear message to junk food companies – and align with broader national efforts to restrict junk food advertising – that the days of targeting children and young people with predatory advertising for products that harm their health are over. Enough is enough.”
Jamie Oliver, Chef and Campaigner, said: “It’s so brilliant to see the mayors stepping up, committing to this bold initiative and banning junk-food ads in their public spaces. It’s a much-needed and vital step towards creating healthier, happier communities across the UK, where our kids aren’t constantly bombarded with unhealthy messaging around food. Of course, there’s still a long way to go, but this is a great start. When it comes to protecting our children, we’ve all had #AdEnough.”
Bite Back activist, Yaqub, 17, from South Shields, said: “Everywhere I look, there’s an advert for unhealthy food and drink – on high streets, bus stops, and even billboards near my school. Whether I’m scrolling through TikTok, watching TV, or walking around town, I’m constantly bombarded with junk food ads. Our generation in the UK is exposed to 15 billion junk food adverts online and 3.6 billion on TV every year. It’s time to take action! Politicians have the power to change the food system, and it’s amazing to see Metro Mayors taking a stand and putting children’s health first. We need more of this to protect the health of future generations.”
Cancer Research UK’s chief executive, Michelle Mitchell, said: “Being overweight or obese is the second biggest cause of cancer in the UK after smoking. This bold move by England’s regional mayors to restrict junk food advertising could make it easier for people in their communities to maintain a healthy weight, while also relieving pressures on the NHS.
“The world around us heavily influences what we eat and drink, so it’s also positive to see wider commitments by the UK Government to limit junk food advertising on TV and online, and explore further measures to tackle childhood obesity. This is vital progress towards reducing the number of preventable cases of cancer, and in turn, saving lives.”
Katharine Jenner, Director, Obesity Health Alliance, said: “Across the country, there is a growing movement of local authorities taking a stand for child health. Every day, we see junk food ads everywhere we look – on billboards, bus stops, even in our schools. It’s not fair, and it’s affecting our health. Children exposed to junk food adverts are more likely to choose unhealthy foods. This evidence-based policy is an important move to reduce the risk of diet-related diseases like obesity and Type 2 diabetes in young people.
“We hope this powerful example from the Mayors will inspire both councils and our national government to follow suit and take this important step to protect child health.”
Anna Taylor, Chief Executive, Food Foundation, said: “Parents and kids are sick of advertising which tricks them into buying things which are harmful to their health. These mayors have realised this has to stop and are using their powers to make it happen. This is what leadership looks like in delivering a healthier generation of children.”
John Maingay, Director of Policy and Influencing at the British Heart Foundation, said: “Children see junk food advertising everywhere – at home, online, and on their way to school. This is in spite of clear evidence showing that children who are exposed to these types of adverts are more likely to choose unhealthy food. “Today’s commitment is an important move to reduce the risk of obesity and type 2 diabetes in young people, and in turn their risk of heart disease and stroke in later life. Alongside Government plans to introduce restrictions on online and TV junk food advertising next year, more hearts will be protected now and in the future.”
Fran Bernhardt, Sustain’s Commercial Determinants Coordinator said: “Healthier food advertising policies are a no-brainer intervention for children’s health. With substantial evidence of the health benefits of doing so, more and more local governments are switching the spotlight from unhealthy foods and drinks. Clear and robust policies have been shown to improve health while maintaining advertising revenues, and Sustain has successfully supported the Mayor of London and almost twenty English councils to bring in such policies. We have an excellent set of resources and expertise to help so we look forward to these Mayors following good practice to turn their interest into a reality by getting policies in place to set the stage for healthier foods and drinks.”
Comments from the Mayors:
Mayor of the West Midlands, Richard Parker, said:“I want the West Midlands to be a region that gives our young people the best start in life. Childhood obesity is an issue that impacts on all our communities.
“Our children’s health is critical and already we follow government guidelines for advertising on our metro and bus stops. But I want to see if we can go further, and explore other ways in which children in our region can be helped to make healthier choices.
“It’s important to set young people up for the very best futures.”
Mayor of West Yorkshire, Tracy Brabin, said: “The health and wellbeing of our communities is vital. Public transport plays an important role in this, encouraging people to choose more sustainable ways to travel.
“As we take greater control of our public transport network in West Yorkshire, we must continue this good work promoting healthy, active lifestyles by taking a sensible approach to the advertising of junk food.”
Mayor of Greater Manchester, Andy Burnham, said: “Bite Back have taken the fight to the junk food giants and it’s only right that we join our voices in support. Our young people deserve the best possible start in life and that means leaders speaking as one and taking action where we can to limit the influence of junk food adverts.”
Steve Rotheram, Mayor of the Liverpool City Region, said: “As Mayor of the Liverpool City Region, I’m proud to join forces with leaders across the country to help fight back against the relentless tide of junk food advertising. Our children deserve the best start in life, but too often they’re bombarded by adverts pushing unhealthy food and drink, making it harder for them and their parents to make informed choices. This isn’t about pointing fingers or placing blame—it’s about taking practical steps to protect future generations from the rising tide of obesity and diet-related health issues.
“As we take greater control of our transport networks, we have the opportunity to not only put the public back into public transport but to prioritise public health too. By working together with the government and businesses, we’re sending a clear message: our kids’ health comes first. This is just one part of our wider effort to create healthier, fairer communities—because no child should be left behind in the fight for better health.”
South Yorkshire’s Mayor, Oliver Coppard, said: “My ambition is to make South Yorkshire the healthiest region in the country, and working alongside other mayors I’m determined to put the health of our communities at the forefront of everything I do.
“As Mayors take greater control of our transport networks, we have the power to make sure they serve our communities – and benefit them in every way possible. That’s why we’ve already taken steps to help people make better, healthier choices, and I look forward to working with Jamie Oliver and Mayors across the country to stop junk-food advertising on our public transport network and to prioritise children’s health.
David Skaith, Mayor of York and North Yorkshire, said: “This is an important step in tackling the prevalence of junk-food advertising that children and young people are exposed to. I’m proud to join other Mayors in sending this clear message.”
Dr Nik Johnson, Mayor of Cambridgeshire and Peterborough, said: “Anything I can do to protect the health and wellbeing of young people is worth the effort. I’m proud to support this campaign and am determined to work towards a local public transport network free from potentially harmful junk food advertising.”
The Mayor of London, Sadiq Khan, said: “This is a great campaign by Jamie Oliver and something that we have already introduced in London with huge benefits.
“We need to take bold steps to help reduce the high levels of child obesity not just in London, but across the country. Reducing junk food adverts on busy transport networks is just one of the ways we can help adults and children make healthier food choices.”
Notes to Editors
Key Stats + Sources
- Our environment floods us with cheap, processed food in our schools, on our supermarket shelves and high streets. According to the Bite Back campaign, children in the UK are exposed to 15 billion junk food adverts online and 3.6 billion on TV every year.
- And it works – loads of evidence which shows that junk food marketing is linked with strong preference for junk food[1], more snacking[2] and greater intake of junk food and lower intake of healthy food overall[3].
- Children are particularly vulnerable and deliberately targeted; children are more susceptible to the pressures of marketing, less likely to recognise paid-for content, and less likely to understand how data is used for these purposes than adults[4].
- In the first year after the advertising restrictions were introduced on Transport for London (TfL) in February 2019, there were no advertising revenue losses. In fact, advertising revenues increased by £2.3 million by March 2020.[5]
- Restrictions for junk food advertising on Transport for London (TfL) networks have prevented almost 100,000 obesity cases and is expected to save the NHS over £200 million.[6]
[1] Boyland EJ, Harrold JA, Kirkham TC, Corker C, Cuddy J, Evans D, Dovey TM, Lawton CL, Blundell JE, Halford JCG (2011). Food commercials increase preference for energy-dense foods, particularly in children who watch more television. Pediatrics, 128(1): e93-e100.
[2] Boyland EJ, Nolan S, Kelly B, Tudur-Smith C, Jones A, Halford JCG, Robinson E (2016). Advertising as a cue to consume: a systematic review and meta-analysis of the effects of acute exposure to unhealthy food or non-alcoholic beverage advertising on intake in children and adults. American Journal of Clinical Nutrition, 103: 519-533.
[3] Thomas C, Hooper L, Petty R, Thomas F, Rosenberg G, Vohra J (2018). 10 years on: New evidence on TV marketing and junk food consumption amongst 11-19 year olds 10 years after broadcast regulations. Cancer Research UK, available from: http://www.cancerresearchuk.org/sites/default/files/10_years_on_full_report.pdf
[4] https://neweconomics.org/uploads/files/i-Spy_NEF.pdf
[5] https://www.sustainweb.org/news/jul21-tfl-advertising-restrictions-success/
[6] Chloe Thomas et al. The health, cost and equity impacts of restrictions on the advertisement of high fat, salt and sugar products across the transport for London network: a health economic modelling study. BMC International Journal of Behavioural Nutrition and Physical Activity. DOI: 10.1186/s12966-022-01331-y