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为减少肥胖儿童 伦敦交通系统将全面封杀垃圾食品广告

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2018年11月29日

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你可曾想过,有一天麦当劳、肯德基这些快餐店的汉堡炸鸡广告会消失不见?这一天很快要到来了,不过是在英国伦敦。

从明年2月25日起,伦敦将禁止整个公共交通系统为任何垃圾食品打广告,包括含糖饮料、巧克力、盐焗坚果和汉堡等。这意味着不论是地铁、巴士上,还是出租车上,都将不再会有诱人的垃圾食品广告。

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A ban on junk food advertising across London's public transport system will be introduced on February 25.

从明年2月25日开始,整个伦敦的公共交通系统都将禁止投放垃圾食品广告。

The capital's mayor Sadiq Khan has confirmed the 'tough action' initiative, which is part of the London Food Strategy to reduce child obesity in the city by 2028.

伦敦市长萨迪克·卡恩已经通过了“强硬行动”倡议,这将作为伦敦食品战略的一部分,以期在2028年前减少该市的儿童肥胖人数。

Promoting sugary drinks, chocolate and burgers will be prohibited across the entire transport network, including the Tube, bus stops and the London Overground.

明年起,伦敦整个交通网络,包括地铁、巴士站与伦敦地上铁,都将禁止推广含糖饮料、巧克力和汉堡。

The restrictions also outlaw goods deemed 'less healthy' by Public Health England, such as salted nuts.

除此之外,盐焗坚果等被英国公共卫生局认定为“不那么健康”的商品广告也将被禁止。

However, fast-food chains will still be allowed to promote their healthier products, such as salads, as long as they are low in fat, salt and sugar.

不过,只要食物中的脂肪、盐以及糖含量都较低,快餐连锁店仍然可以推广旗下的沙拉等健康产品。

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Speaking of the move's impact on reducing obesity, Mr Khan told the BBC: 'Reducing exposure to junk food advertising has a role to play in this - not just for children, but parents, families and carers who buy food and prepare meals.'

谈到这一举措对于减少肥胖者的影响时,卡恩告诉BBC说:“减少和垃圾食品广告的接触,不仅有利于孩子,而且还有利于购买食物与准备饭菜的父母、家庭以及看护者。”

据悉,该禁令将适用于:

Buses, underground and trains controlled by Tfl

由伦敦交通局管理的公共汽车、地铁以及火车

Roads controlled by Tfl, including adverts on roundabouts and at bus stops

由伦敦交通局管理的道路,包括环形交叉路口与公共汽车站的广告

Taxis, including Dial-a-Ride

出租车,包括拨号叫车服务

River services

河道交通系统

Tram

电车

Emirates Air Line cable car

阿联酋航空空中缆车

Victoria Coach Station

维多利亚长途汽车站

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Popular High-Street chains, such as Burger King, KFC and McDonald's, will also be unable to 'outsmart' the campaign by simply advertising their logo.

届时,那些流行的商业街连锁店,如汉堡王、肯德基与麦当劳,即使只是简单地给自己的Logo打个广告,也将遭到禁止。

But promoting unsalted nuts, raisins and sugar-free drinks will be permitted.

不过,推销无盐干果、葡萄干和无糖饮料是可以的。

However, advertising experts fear the divisive measure could cost Transport for London millions of pounds in lost advertising revenue.

然而,广告专家担心这一引发争议的举措可能会使伦敦交通局损失数百万英镑的广告收入。

Moreover, Justin Cochrane, chairman of the trade body Outsmart, which represents advertisers, claimed Mr Khan declined to work with the industry on a compromise that would preserve TfL's revenue.

此外,据广告业代表、英国户外广告协会Outsmart的主席贾斯汀·科克兰称,他们提出了一项可以保证交通局收入的妥协方案,但是卡恩拒绝合作。

He told MailOnline: 'As a result, it will hit industry revenues and could cost jobs. It will also add more than £125m to TfL's mountain of debts over the next five years.

他告诉每日邮报网站说:“此举不但会减少广告行业收入、造成工作岗位流失,还会在未来五年内为债台高筑的伦敦交通局增加超过1.25亿英镑(11亿元人民币)的债务。”

The Advertising Association has also said the move will have 'little impact on the wider societal issues that drive obesity'.

广告协会还表示,此举“对于导致肥胖的更广泛的社会问题影响微乎其微”。

In a poll of 1,500 Londoners, 82 percent said they backed the proposal, according to City Hall.

市政厅的数据显示,在对1500名伦敦人进行的民意调查中,有82%的人都表示支持这项倡议。

London has one of the highest childhood obesity rates in Europe, with almost 40 percent of children aged 10 and 11 being overweight or obese.

据悉,伦敦是欧洲儿童肥胖率最高的地区之一,其中近40%的10岁与11岁儿童都超重或肥胖。

This comes after ministers announced plans to push on with initiatives that force all restaurants and takeaways to put calorie labelling on their menus, despite widespread opposition.

此前,英国的部长们宣布计划采取措施,迫使所有餐馆与外卖店将卡路里标签附在菜单上,不过遭到普遍反对。

The Department of Health said it would help the battle against obesity and type 2 diabetes, and may come into play from March next year.

英国公共卫生部表示,菜单贴卡路里标签将有助于抑制肥胖和2型糖尿病,可能从明年三月开始实施。


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