Faced with a "ticking timebomb," the mayor of London has banned advertisements for junk food and sugary drinks throughout the city's public transportation network.
Sadiq Khan announced the plan on Friday, and it will go into effect Feb. 25.
"It's clear that advertising plays a huge part in the choices we make, whether we realize it or not, and Londoners have shown overwhelming support for a ban on adverts for junk food and drink on our transport network," Khan said, according to CNN.
"It's completely unacceptable that in a city as prosperous as London, where you live and the amount you earn can have a massive impact on whether you have access to healthy, nutritious food. I'm determined to change this."
Khan called the childhood obesity crisis a "ticking timebomb."
The proposal for the advertising ban was first introduced in May. Eighty-two percent of the 1,500 respondents who provided feedback gave it positive reviews.
According to data published by England's House of Parliament, 9.6 percent of children aged 4-5 and 20 percent of children aged 10-11 are obese in England.
The Centers for Disease Control reported earlier this year that some states have an obesity rate among high school students of 20 percent or higher.
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