According to a study by the University of Sheffield and the London School of Hygiene & Tropical Medicine (LSHTM), the new TfL policy limit “junk food” ads on the London Underground almost prevented 100,000 cases of obesity. In addition, this policy is expected to save the NHS more than £200 million.

The new policy, which limits advertising of foods rich in calories from sugar and fat or high in salt, has encouraged citizens to reduce consumption of unhealthy products. The researchers estimate that, since 2019, the year it came into effect, there were 94,867 fewer cases of obesity than expected. In addition, if there are 2,857 fewer cases of diabetes and 1,915 fewer cases of cardiovascular disease. The study was recently published in the journal International Journal of Behavioral Nutrition and Physical Activity.

This policy could save the NHS over £200m

The results of the study come at a time when healthy eating is very much in the minds of British people. Also, earlier this year a law was passed requiring companies to display the calories of your product or food.

The mayor of London, Sadiq Khan, strongly supports limiting this type of food in advertising. “Advertising plays an important role in promoting and encouraging the consumption of unhealthy foods. With childhood obesity putting the lives of young Londoners at risk, it is not right that children and families should see food advertisements that do not support their health.” He also assured that limiting advertising can save lives as well as «could save our health care system hundreds of millions of pounds«.