Jim, it would be two.
Children and young people are not sufficiently protected from exposure to adverts for unhealthy products. It has been pointed out to me that Government research shows that TV and online advertising restrictions on food that is high in sugar and salt could reduce the number of children with obesity by more than 20,000. I therefore urge the Minister to look at that and bring the timeline forward. I think at the moment it is going to be 2025, but we could and must move faster. There should be a watershed for adverts for both ultra-processed food and products high in fat, sugar and salt, sooner rather than later.
A bigger light must be shone on the manipulative marketing tactics that companies use to lead us into consuming and over-consuming foods that are bad for our health. My office manager and my comms guy are advocates of disgusting microwave burgers, which further strengthens my resolve on the matter. When I first looked at the product that they are addicted to and that they shove in that microwave, I thought, “What is not to love?” It says that it is 100% beef—it tells me three times that it is 100% beef—and with that look, I was hooked. I thought, “I want one of those,” but then I read the side of the packet. It is in fact a composition of beef fat, soya protein, salt, wheat flour, stabiliser E451, dextrose, sugar, egg white powder, yeast extract, something called hydrolysed soya protein, barley malt extract and flavourings. It is 44% beef, so not quite the 100% beef that was advertised. In fact, it is a concoction of emulsifiers, preservatives, colourings and other things, which made it look like the tastiest 100% beef burger in the world. The beef was 100% beef, but it was actually only 44% of the burger itself. That is incredibly misleading. I nearly went out and bought it myself.
The obesity crisis is not helped by the overly aggressive marketing of highly addictive food. Let’s face it: if advertising did not work, companies would not do it. That is what encourages us to go out and buy such products. We saw it in the cigarette market. Changes were needed to advertising, starting way back in 1965, when the poor health outcomes from smoking were being understood. It was many years before one of the biggest health interventions, which was the ban on smoking in public places in 2007. I was one of those smokers many, many years ago. I think I gave up before it was banned in public places, but I can tell hon. Members that smoking is highly addictive, and it was sold to be highly addictive.
When I worked in logistics, the company pushed out the cigarettes into big lorries, which took them to the centres to sell. Even there, packs of 200 cigarettes were handed out to employees as an incentive at the end of the week: “Well done—they have done a great job.” People were allowed to smoke in their offices, although I believe that at the time they were not supposed to. Unhealthy food is now being peddled and pushed in a similar way. We really have to think about that. Something very akin to what happened with cigarettes is happening with ultra-processed food.