Theresa May blocks calls for ban on junk food adverts during family TV shows
The Government’s critical plans to tackle Britain's bulging waistlines appear to have been “significantly” watered down
THERESA MAY faces fury from health campaigners after blocking calls for a blanket ban on junk foods during family TV shows in a new anti-obesity strategy.
The Sun can reveal the Government’s critical plans to tackle Britain's bulging waistlines will finally be published on Thursday.
But sources tonight claimed it appeared to have been “significantly” watered down.
The new PM has also dumped suggestions for a ban on firms using cartoon characters such as Tony the Tiger and the Coco Pops monkey on posters and ads to plug their cereals and snacks.
And insiders said big supermarkets may escape a ban on multi-buy promotions.
One senior industry source told the Sun: “People are telling us there is far more emphasis on voluntary action.
“The health lobby will hate it.”
Insiders insisted the PM had only ditched “mad nanny state” proposals and that industry would still face tough measures in a bid to stem a crisis costing the NHS a staggering £10 billion a year.
Consultation on a new Sugar Tax that could cost industry £1 billion a year will be launched alongside the document – as predicted by the Sun yesterday.
There will still be calls for food and drink firms to slash the sugar content of snacks and treats by as much as 20 per cent.
And schools inspector Ofsted is set to be charged with monitoring how much exercise children are getting in schools.
But health campaigners will argue the Prime Minister has not gone far enough given the staggering levels of obesity among Britain’s youth.
The Children’s Food Campaign has insisted a ban on TV ads for unhealthy products during children’s programming should be extended to cover family shows such as X-Factor and Britain’s Got Talent.
Shock figures last November revealed that one in ten children were starting primary school obese.
This jumps to one in five by the time they begin their secondary education.
Earlier this year, separate stats showed 58 per cent of women and 65 per cent of men were classed as overweight.
Obesity had increased from 15 to 26 per cent of the population since 1993.
Health Secretary Jeremy Hunt branded the spiralling obesity problem a “national emergency” in February and promised “game-changing” response.
He said: “I’ve got a one year old daughter, and by the time she reaches adulthood a third of the population will be clinically obese.
“One in ten will have type 2 diabetes.
“It’s a national emergency”.
David Cameron had initially promised action by Christmas last year.
But the obesity strategy was delayed until the New Year and then until after the EU Referendum.
Tam Fry, of the National Obesity Forum, last month blasted Cam for “selling the health of millions” of kids down the river through the constant delays.