Lancashire health experts say number of children with obesity is "concerning" as they back junk food adverts ban
They warn many people don't know just how dangerous it can be for children.
Health experts in Lancashire are backing the ban on junk food adverts to combat a "concerning" number children with obesity.
It comes as a new law sets to only allow junk food adverts to be shown on TV after the 9pm watershed.
Statistics show over one in three of Year 6 children in Lancashire are overweight or obese, with the worst hit areas reaching over 40%.
Deborah Kendle is a Consultant Paediatrician and leads a severe obesity clinic for Lancashire Teaching Hospitals Trust. She says many people don't realise how dangerous it can be
"The statistics show that if you are obese at the age of 12 your life expectancy is significantly reduced.
"So you might be looking at a life expectancy in your 40s or 50s.
"As a child it tends to track through into adulthood and the main risks associated with that are hear disease, strokes and high blood pressure.
"We are seeing these kind of things in children, with the high blood pressure being a warning that they may progress onto having heart attacks."
Deborah adds that while this is a first step, much more needs to be done to make our nation make healthier eating choices.
"I really don't think the awareness is there, and very often we will see children and families coming into our clinic and actually the whole family is affected by obesity and its clear that parents are really struggling with their weight as well.
"Often one of the recommendations we will make for children is that actually parents go on a weight management programme."
7.2 billion calories per year are expected to be removed from UK children's diets as a result of the measures, preventing an estimated 20,000 cases of childhood obesity.
NHS data shows a deeply concerning trend of rising childhood obesity. Almost one in 10 (9.2%) reception-aged children are now living with obesity and, by aged 5, one in five (23.7%) children have tooth decay because of excess sugar consumption.
With rates continuing to rise and without further action to address the causes of this trend, this generation of children could be set up for a lifetime of health complications as adults.
By taking preventative action to tackle the causes of childhood obesity, the government will begin fixing the foundations of good health to protect the health of the next generation.
NHS National Medical Director Professor, Sir Stephen Powis, said:
"NHS figures show that one in eight toddlers and primary school children are obese, and this is clearly a problem not only because we know that it could lead to young people having health issues later in life, but it's also storing up problems for a future NHS which already spends billions dealing with the issue.
"We've always said the NHS can play its part in supporting people who are obese to reach a healthier weight, but we need to work with the rest of society to prevent people becoming overweight in the first place.
"So we welcome this proposed legislation and look forward to working with the government and partners to help protect the good health of future generations."
Children with obesity are more likely to live with the condition as adults and are at significantly greater risk of life-limiting illnesses that deeply impact their quality of life and economic opportunities.
Obesity is the second biggest preventable cause of cancer, costs the UK health service more than £11 billion each year, and is a major contributor to ill health that prevents people from participating fully in work.
These restrictions will support the shift from treatment to prevention that will be a key focus of the 10 Year Health Plan, which the government is set to publish in spring 2025.
The government recently launched change.nhs.uk, issuing a rallying call to the entire nation - including all 1.5 million NHS staff, as well as patients, experts and the wider public - to visit the online platform to share their experiences, views and ideas for fixing the NHS and to shape the plan.
The Change NHS online portal has already received over one million visits. It will be live until spring 2025 and available to access online and via the NHS App.