Daytime fast food TV adverts could be BANNED under government plans

Celebrity chef Jamie Oliver welcomed the move and Labour party bosses called for them to go further, labelling McDonald’s popular Monopoly game “dangerous” and demanding it is outlawed too.

A ban on fast food ads on kids TV has been in place since 2007 and Labour London Mayor Sadiq Khan blocked them on the London Underground last month.

The Department of Health and Social Care is preparing the new TV watershed plan as part of efforts to tackle the growing obesity "epidemic" and has begun a public consulation, it has been reported.

The number of kids classed as seriously overweight is at a record high, while one in three youngsters leave primary school obese, according to the government department.

Labour deputy leader Tom Watson said: “McDonalds ‘Monopoly’ promotion is a grotesque marketing ploy that encourages people to eat more and more junk food by offering sugar-filled desserts as rewards. It is a danger to public health.”

The letter in the Observer, he added: “It is unacceptable that this campaign aims to manipulate families into ordering junk food more frequently and in bigger portions, in the faint hope of winning a holiday, a car, or a cash prize many would otherwise struggle to afford”.

Mr Oliver, who helped to get unhealthy school dinners banned, added: “If we don’t find effective ways to improve our kids’ health, UK children will live shorter lives than their parents.

“It’s a fact that kids are hugely influenced by junk food ads – so the media and the food industry has a real opportunity here to do something about it.”

A McDonald’s spokesperson responded to the criticism by highlighting healthy options they offer. They told the Daily Star Online:

“Customer choice is at the heart of everything we do, including our popular Monopoly promotion in which we offer our customers a choice between food prizes – for example, a Fruit Bag or McFlurry, and Shaker Side Salad or small fries.

"This year’s Monopoly campaign sees customers receive prize labels on carrot bags, salads and our Big Flavour Wraps range and we have removed the incentive to ‘go large’, providing the same number of prize labels and chances to win on a medium meal as you get on a large.

"Nutrition information is clearly displayed online, on our app, in restaurant and across our packaging and we continue to review, refine and reformulate our menu to reduce saturated fat, salt and sugar.”