UK Edition
Social media accounts run by restaurants, cafes and bakeries could be under threat after ministers banned online junk food advertising.
Boris Johnson plans to wage war on obesity by outlawing junk food ads on TV before 9pm and enforcing a total ban across all online platforms.
However, the move announced in the Queen's Speech on Tuesday has sparked a backlash from the advertising and hospitality industry for putting more pressure on cafes and restaurants trying to recover from the pandemic.
A spokesman for the Federation of Small Businesses said: “If we’re in the realms of a chocolatier being unable to post a picture of their truffles on Instagram, or a local fish and chip shop having images of their cod and chips censored on delivery platforms, then we’re clearly straying into the absurd.
“Small businesses, including those in the food and drink sector, are working flat out to get back on their feet as Covid restrictions ease.
“Many have only survived the last year or so by showing tremendous innovation in adapting their businesses, to sell and market their products online and via social media.
"An approach akin to using a sledgehammer to crack a nut would jeapardise jobs and economic recovery."
Matthew Lesh, of the Adam Smith Institute, branded the ad ban "nutty nanny statism" that was "savagely striking at struggling hospitality businesses".
"It will be illegal to advertise online British favourites like fish and chips, Scotch eggs or even a full English breakfast; takeaways would be unable to post images of their food online and descriptive words like ‘delicious’ will be banned," he said.
“Thousands of restaurants, which have been kept alive thanks to online delivery, will no longer be able to advertise online to find new customers, hitting small businesses the hardest.”
The prime minister committed to tackling Britain's obesity crisis in June last year when he insisted the nation must get "fitter" in the wake of the pandemic.
About one in three children leave primary school overweight or obese, fuelling fears that it could cause an "obesity time bomb".
Evidence suggests those who are heavier are also at greater risk of serious illness or death from Covid-19.
It is estimated that about £150m is spent on advertising by crisp, sweets and soft drink companies each year, with a significant slice paying for online ads.
A total ban on online adverts for junk food would see children eat the equivalent of 62 million fewer doughnuts a year, according to the Obesity Health Alliance.
However, campaigners opposing the ban claim the government's own research shows such a move would only reduce a child's calorie intake by 1.7 calories a day.
A spokesman for Mr Johnson told the Mirror that the ad ban would carried out in a “sensible and proportionate way”, but could not determine whether a small bakery advertising cakes on social media would be targeted.
Stephen Woodford, chief executive of the Advertising Association, said he was dismayed by the announcement.
"The country needs balanced, consistent and well-evidenced policy interventions that will make a positive difference. The 9pm watershed and online ban will not reduce obesity levels, but will damage business and innovation and put jobs at risk.”
Phil Smith, director-general of ISBA, the advertising trade body, accused the government of chasing cheap headlines.
“If, after months of engagement, government has chosen to ignore more sophisticated, better targeted, cheaper and more proportionate ways to protect children online, then business will be forgiven for thinking that this government cares less for serious policy than it does cheap headlines,” he said.
Kate Halliwell, chief scientific officer at the Food and Drink Federation, added: "This is tying businesses hands, by limiting how healthier options can be successfully brought to market.
"It undercuts what has been a key pillar of the Government’s obesity strategy, and demonstrates a lack of joined-up policy making.”