Diabetes UK has joined Which? and a range of other charities and organisations, to write to Ofcom demanding a 9pm watershed for television advertising of unhealthy food to children.
“We should not be putting our children’s future health at risk for the sake of advertising revenues," said Douglas Smallwood, Chief Executive of Diabetes UK.
"Being overweight greatly increases the risk of developing Type 2 diabetes, which can lead to blindness, kidney failure, heart disease, stroke and amputations.
"A sensible approach to junk food advertising is one area where a real difference can be made. The range of organizations who have signed this letter reflects the overwhelming public support for the 9pm watershed.”
Rising levels of obesity in children due to poor diet and lack of physical activity have led to children being diagnosed with Type 2 diabetes, once a condition of the over 40s.
This could mean that this generation of children is the first to suffer a drop in life expectancy as the combination of diabetes and childhood obesity will increase the risk of ill health and of premature death in adult life.