This has worked successfully in the Dutch city of Amsterdam where authorities introduced a whole system approach that included:
✓ investment in education campaigns
✓ dietary advice
✓ exercise and sporting activities for kids
The data showed a 12% reduction in childhood obesity rates between 2012-15.
We are determined to achieve the same effect here in the UK.
We believe there is an appetite for such an approach. When asked, Londoners were split about the effectiveness of a blunt ad ban in reducing childhood obesity. Other interventions, however, were seen to be much more effective such as:
✓ opportunities for kids to engage in physical activity (77% effective to 14% ineffective);
✓ nutritional education in schools (68% to 22%);
✓ a healthy living campaign programme designed together by industry and Government (47% to 37%).