So far, it has symbolized freedom and a modern lifestyle. After decades and faced with its consequences, we question its very existence. Who would have thought to live to see the proscribed end of a food history?
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In a distant time, eating light was a rarity.
The norm was to value junk food, with its colorful advertising and fun giveaways.
For decades, this communication convinced us that the food category was valid.
Including sponsor of the World Cups, Olympics and major sporting events.
As a priority target, its influence has always been greater among children.
Now we see the consequence.
According to an alarming study, 22% of earthlings will be severely overweight by 2045.
To avoid the worst in the near future, action must be taken now.
So thinks the mayor of London, Sadiq Khan.
Willing not to ignore his responsibility in the matter, he drafted a new law.
Beginning February 25, junk food advertising will be banned on the city's public transport network.
This includes the extensive subway and rail network (stations and trains).
And of course the famous double decker buses.
Ads will be no longer accepted for foods and drinks that are high in fat, salt and / or sugar and considered “unhealthy”.
The marks themselves are not proscribed, of course.
They will only be able to promote their healthier products.
The British capital has one of the highest rates of childhood overweight and obesity in Europe.
There, nearly 40% of 10 and 11 year olds are overweight or obese.
I imagine that local policies in this regard are under study.
But executive actions like this still seem far away.
Examples may help, such as the Chilean government - see here.