A ban on junk food adverts on the Tyne and Wear Metro will come into force before Christmas – blocking the promotion of ‘less healthy’ products, including Greggs sausage rolls and pasties, writes Local Democracy Reporter Daniel Holland.
North East mayor Kim McGuinness committed a year ago to stop the advertisement of unhealthy food on the region’s public transport, backing a campaign from celebrity chef Jamie Oliver.
The Labour mayor has now announced that the restrictions, which are already in force on London’s tubes and buses, will apply from December 1 across Metro trains and stations, the Shields Ferry, and Nexus-owned billboards next to Metro lines.
She said: “Every day, thousands of young people travel on our Metro network for school and with their friends – I want parents to know their children will be protected from adverts for burgers, sweets and fizzy drinks. This is us sending a clear message to junk food companies – enough is enough.
“The days of targeting children and young people with predatory adverts for food and drinks that harm their health are over. This is about giving our young people the best chance to grow up healthy and make positive choices about what they eat and drink.”
The North East Combined Authority (NECA) confirmed on Thursday that sausage rolls and pasties from North East bakery giant Greggs would fall under the ban, which will apply to foods classified as ‘less healthy’ under Government guidance – including products high in fat, salt or sugar.
However, the restrictions would not prevent Greggs or any other brand from advertising food or drink that is deemed healthier.
Small independent businesses like local restaurants are not subject to the ban, nor are Metro station tenants.
The mayor’s office also said that Ms McGuinness plans to mirror the ban on the region’s buses, as part of her plans to bring them under public control.
While it could still take several years for the mayor’s promised bus franchising system to come into action, she is planning to write to private bus operators in the meantime to ask them to bank junk food ads before then.
Metro operator Nexus indicated that the current number of adverts across its network that would have to be removed under the ban is “very low” and that an audit is being carried out.
Helen Mathews, Commercial Director at Nexus, said: “We’re pleased to support the Mayor with this important initiative to help protect children’s health.
“We have a large advertising estate on Metro across our 60 stations and on our fleet of trains. We see a wide range of brands booking this advertising space. By allowing only healthier food and drink to be advertised across our system we can play our part in making our region healthier.”
The North East was one of eight areas in the UK, also including Liverpool and Greater Manchester, to commit to the ban in September 2024.
Mr Oliver, whose ‘AdEnough’ campaign prompted the crackdown, has called the public health initiative a “much-needed and vital step towards creating healthier, happier communities”.
Daniel Holland
Reporter for the Local Democracy Reporter Service.
