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Welcome to The Bunker, News Without the Nonsense. I'm Zoe Grunewald. The government says it's finally getting serious about childhood obesity. From this year, junk food adverts will be banned

from TV before 9pm and paid online ads for foods high in fat, sugar and salt will be outlawed all together.

Ministers say it's about protecting children's health and taking on an industry that's spent

decades shaping what our kids want to eat. But scratch the surface and perhaps the ban isn't

quite as tough as it sounds, because while specific products may be pushed off

our screens, the brands behind them are still free to advertise. Logos, slogans, mascots and all,

no burger required, just the brand glowing away in the background of everyday life. And that matters

because advertising doesn't just sell products. It sells habits, preferences and

identities, especially to children. So is this landmark legislation or a policy full of holes?

Does it genuinely change what kids are exposed to or does it simply nudge junk food marketing

into more subtle, less regulated spaces. Well, today I'm joined

by Beverly O'Hara, lecturer in public health nutrition at Leeds Beckett University,

to talk about whether the UK's junk food ad ban is serious, grown-up thinking or just policy

junk food. Beverly, welcome to the bunker. Hello. So let's start with the basics. The government has

built this as a major intervention in children's health. Can you explain in plain terms,

what does the new junk food advertising ban actually do? And what doesn't it do? Well, this legislation

marks something of a shift in the regulatory landscape because many previous attempts to regulate

the food industry have relied more on sort of voluntary measures. So this does show a clear

commitment to start to reduce children's exposure to marketing of unhealthy foods. And the way

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