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A ban on junk food advertising across London's public transport system will be introduced on February 25.
The capital's mayor Sadiq Khan has confirmed the 'tough action' initiative, which is part of the London Food Strategy to reduce child obesity in the city by 2028.
Drinks - Chocolate - Burgers - Transport - Network
Promoting sugary drinks, chocolate and burgers will be prohibited across the entire transport network, including the Tube, bus stops and the London Overground.
The restrictions also outlaw goods deemed 'less healthy' by Public Health England, such as salted nuts.
Chains - Healthier - Products - Salads - Fat
However, fast-food chains will still be allowed to promote their healthier products, such as salads, as long as they are low in fat, salt and sugar.
Speaking of the move's impact on reducing obesity, Mr Khan told the BBC: 'Reducing exposure to junk food advertising has a role to play in this - not just for children, but parents, families and carers who buy food and prepare meals.'
The ban will apply on:
Popular High-Street chains, such as Burger King, KFC and McDonald's, will also be unable to 'outsmart' the campaign by simply advertising their logo.
Nuts - Raisins - Drinks
But promoting unsalted nuts, raisins and sugar-free drinks will be permitted.
Professor Dame Sally Davies, chief medical officer for England, celebrated the news, saying: 'Child obesity remains a concern to me, particularly the persistently high levels amongst London's most disadvantaged communities.
'Evidence - Action - Number - Fronts - Mayor
'Evidence shows we need to take action on a number of fronts, and it is clear that the Mayor's action is an important step in the right direction.'
However, advertising experts fear the divisive measure could cost Transport for London millions of pounds in lost advertising revenue.
Justin - Cochrane - Chairman - Trade - Body
Moreover, Justin Cochrane, chairman of the trade body Outsmart, which represents advertisers, claimed Mr Khan declined to work with the industry on a compromise that...
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