Junk food adverts will be banned on bus and Metro services in the North East, in an effort to help youngsters who are “bombarded” by unhealthy products driving childhood obesity.

Kim McGuinness is among nine UK mayors to have today committed to backing Jamie Oliver’s ‘AdEnough’ campaign to crack down on outdoor junk food advertising, having previously pledged to so when challenged by the TV chef during the North East mayoral election campaign earlier this year.

The move will mean that unhealthy food promotions will be banned on the Tyne and Wear Metro and on local bus services, once the mayor’s plans to take control of buses away from private operators are finalised. 

Such a ban is already in force on tubes and buses in London and will now be replicated by mayors in eight other areas – also including Greater Manchester, Liverpool, and North Yorkshire.

Mr Oliver called the public health initiative a “much-needed and vital step towards creating healthier, happier communities”.

According to a recent Newcastle City Council report, 11% of reception-age children and 26% of those in year six in the North East are classed as obese.

Ms McGuinness said: “By working together, we send a clear message to junk food companies – and align with broader national efforts to restrict junk food advertising – that the days of targeting children and young people with predatory advertising for products that harm their health are over. Enough is enough.”

Mr Oliver added: “It’s so brilliant to see the mayors stepping up, committing to this bold initiative and banning junk-food ads in their public spaces. It’s a much-needed and vital step towards creating healthier, happier communities across the UK, where our kids aren’t constantly bombarded with unhealthy messaging around food.

"Of course, there’s still a long way to go, but this is a great start.”  Katharine Jenner, director of the Obesity Health Alliance, said the number of junk food ads seen on billboards and bus stops was “not fair, and it’s affecting our health”.

She added:  “Children exposed to junk food adverts are more likely to choose unhealthy foods. This evidence-based policy is an important move to reduce the risk of diet-related diseases like obesity and Type 2 diabetes in young people.”