Could Food Ad Ban Affect Instagram?

Those incredible photos of gooey cookies, juicy burgers, and delicious desserts on our favourite restaurant’s social media posts could become a thing of the past under plans to outlaw all online advertising of ‘unhealthy’ food.

The government has launched a consultation with the proposal to ban internet marketing of unhealthy foods that are high in fat and sugar. Health Secretary Matt Hancock has said that a ban would help families make healthier choices and tackle obesity.

However, leaders within the hospitality industry are saying that during a time when many restaurants are struggling to survive, such a ban would be a ‘matter of huge concern’.

The proposed restrictions would potentially include companies’ own websites, social media, and paid-for posts via social media influencers, and it could even include viral posts and memes that the consolation has designated as ‘content with the specific intention of being widely shared’.

The advertising ban on foods classed as high in fat, salt or sugar (HFSS) would also include marketing such as advertorials, commercial email and text messaging, online display ads such as website banners and pre-roll video trailers, in-app and in-game ads, and paid-for search listings and price comparison site rankings.

Mr Hancock said: “I am determined to help parents, children and families in the UK make healthier choices about what they eat.

“We know as children spend more time online, parents want to be reassured they are not being exposed to adverts promoting unhealthy foods, which can affect eating habits for life.”

The Obesity Health Alliance (OHA), the British Heart Foundation (BHF), Action On Sugar and the Dental Wellness Trust, and others have welcomed the proposals.

Food and drink industry groups and advertising bodies have no welcomed the proposals, nor the timeline of the consultation.

Leaders of the Advertising Association, the Incorporated Society of British Advertisers, the Institute of Practitioners in Advertising and the Internet Advertising Bureau UK issued a joint statement saying: “This is not an ‘oven-ready’ policy; it is not even half-baked.”

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