The decision follows a public consultation launched in May this year, which found overwhelming support for a ban covering all adverts for food and non-alcoholic drinks high in fat, salt and/ or sugar and considered “less healthy” under Public Health England guidelines.
Products that would not be accepted under the new rules include sugary drinks, chocolate bars and salted nuts, while unsalted nuts, raisins and sugar free drinks would be accepted.
From 25 February 2019, the restrictions will apply to advertisements on all modes of transport controlled by TfL, including the Underground, Overground, London buses, TfL Rail, trams and river services.
Responding to the news, Professor Russell Viner, President of the Royal College of Paediatrics and Child Health (RCPCH) said:
Only last month, the latest statistics revealed that over 37% of 10 and 11-year-olds in London are overweight or obese – a figure that is worryingly high with further data showing those living in deprived areas much more likely to be affected. We know advertising directly influences children’s choices so this very welcome announcement has come at a crucial time. The Mayor of London has shown he is serious about tackling childhood obesity with this bold move and we call on others to follow his lead so children outside of London have the same level of protection.