原文标题：
Fighting flab
Britain’s strict new curbs on junk-food marketing
Will they work?
对抗赘肉
英国新规严格限制垃圾食品营销
这些措施会有效吗？
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“FANCY A MCMUFFIN in the morning? McNuggets for lunch? Or a big night in with a Big Mac? Get them delivered right here.”
“早餐吃麦满分？午餐选麦乐鸡？还是晚上宅家吃巨无霸？均可配送上门。”
Ads like this, served on social media just when you are getting hungry, have made fast food a click away. Offline, too, temptation and convenience help peddle junk food.
社交媒体会在你饥饿时精准推送这类广告，你一键下单就能吃到快餐。线下也是如此，诱惑性宣传与便捷的购买渠道同样在推动垃圾食品的销售。
New restrictions on food marketing in Britain aim to change that.
英国针对食品营销实施的新限制措施，就是为了改变这种现状。
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From October 1st thousands of unhealthy foods and drinks can no longer be advertised online and before 9pm on television.
从10月1日起，数千种不健康食品和饮料将不得在网络平台上投放广告，也不得在晚上9点前的电视端做广告。
(The ban, the most sweeping of its kind in the world, will officially come into force in January, but the food sector has agreed to comply earlier.)
（这项全球范围最广的同类禁令将于明年1月正式生效，但食品行业已同意提前执行。）
Big supermarkets are banned from selling such stuff using volume-based promotions such as “Buy one, get one free”.
大型超市也被禁止用“买一送一”等批量促销活动来销售这类食品。
“If you have two packs of biscuits at home you probably go through them a bit quicker,” says Hugo Harper of Nesta, a think-tank.
智库Nesta的雨果·哈珀说：“如果你家里有两包饼干，你吃完的速度就更快。”
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The restrictions apply to food designated as high in saturated fat, salt and sugar (or HFSS).
这些限制措施针对的是被归类为饱和脂肪、盐及糖含量较高（简称高糖高盐高脂，即HFSS）的食品。
More than 20% of food-and-drink purchases in British supermarkets are HFSS. Online, 60% of food-and-drink ads have been for HFSS items.
在英国超市里，有20%以上的食品饮料都属于这类高糖高盐高脂品类。网上60%的食品和饮料广告都是高糖高盐高脂产品的宣传内容。
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Going after these could, in theory, make a big difference.
理论上来说，针对这些问题采取措施或许能带来很大改变。
According to Nesta, obesity in Britain could drop by half if everyone who is overweight cut their daily calories by 8.5% for more than two years.
根据英国智库Nesta的研究数据，若所有超重人群能在两年以上的时间内，将每日热量摄入量减少8.5%，英国的肥胖率可降低50%。
Such sustained calorie reductions are feasible if they involve subtle changes in several things a person eats, says Mr Harper. The idea is to avoid removing the joy from food.
哈珀先生说，只要人们在日常饮食的几处细节上做些微调，这种长期的热量控制是能实现的。且不会让饮食失去乐趣。
Marginal changes in around a quarter of the items in a typical shopping basket could do the trick: slightly smaller packs of desserts, say, and lower-fat versions of products.
对普通购物篮中约1/4的商品进行微小改动，便可达到目标：比如甜点小份装、产品选低脂版。
Some of these tweaks require product reformulations by food companies; others are changes in consumers’ choices that can be steered by marketing.
这些调整里，有的要靠食品企业重新改良产品配方，有的要靠营销引导消费者改变选择。
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Food companies have already tweaked lots of HFSS products to shield them from the marketing restrictions.
为了规避营销限制，食品企业已对大量高糖高盐高脂产品进行了改良。
It is a “health by stealth” approach, says Lauren Woodley, the chief nutritionist of Nomad Foods, a frozen-food firm.
冷冻食品公司诺玛德食品的首席营养师劳伦·伍德利说，这属于“隐性健康化”策略。
A pepperoni pizza that is not HFSS is still a greasy pepperoni pizza, but the sauce may have less sugar, the cheese a bit less fat and the base some extra fibre (which makes stomachs feel fuller, so people may eat smaller portions).
以意大利辣香肠披萨为例，即便它不再被归为高糖高盐高脂品类，本质上还是油腻的辣香肠披萨，但酱料中的含糖量会少一点，芝士的脂肪含量会低一些，饼底会多一些膳食纤维——纤维可增强饱腹感，进而可能减少消费者的食用分量。
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Since 2022 big supermarkets have been banned from putting HFSS products near entrances, checkouts and aisle-ends.
从2022年开始，大型超市就不能把高糖高盐高脂产品放在入口、收银台和过道尽头了。
According to data from three big supermarket chains, the share of packaged HFSS items in total products sold fell by about 7%.
根据三家大型连锁超市的数据，包装高脂高糖食品在总销量中所占比例下降了约7%。
Whether that moved the needle on health is unclear. KitKats disappeared from checkout lanes but racks of freshly baked doughnuts and flapjacks appeared near entrances (exempt from the ban because they are not pre-packaged).
这是否对健康有实际帮助尚不清楚。奇巧巧克力虽已从收银台通道撤下，但入口附近却摆放着大量新鲜出炉的甜甜圈与燕麦饼（非预包装食品，不受禁令限制）。
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What might workarounds for online ads look like?
线上广告有哪些规避监管的方法呢？
Brands can still be advertised, as long as HFSS products are not shown. That opens the door for all sorts of gimmicks.
只要不直接展示高糖高盐高脂食品，品牌仍然可以投放广告宣传。这就为各类规避手段提供了操作空间。
Moreover the process of investigating potential advertising transgressions is long, and typically ends with food companies simply agreeing to take down an offending ad.
此外，对这类疑似违规广告的调查流程耗时长，通常以食品公司承诺下架违规广告而告终。
Making regulations work, like sticking to a healthy diet, is not easy.
要使相关法规切实落地，如同坚持健康饮食一般，难度不小。
（恭喜读完，本篇英语词汇520左右）
原文出自：2025年10月4日《TE》Britain版块
精读笔记来源于：自由英语之路VIP群 本文翻译整理: Irene 本文编辑校对: Irene 仅供个人英语学习交流使用。
【重点句子】（3个）
The restrictions apply to food designated as high in saturated fat, salt and sugar (or HFSS).
这些限制措施针对的是被归类为饱和脂肪、盐及糖含量较高（简称高糖高盐高脂，即HFSS）的食品。
According to Nesta, obesity in Britain could drop by half if everyone who is overweight cut their daily calories by 8.5% for more than two years.
根据英国智库Nesta的研究数据，若所有超重人群能在两年以上的时间内，将每日热量摄入量减少8.5%，英国的肥胖率可降低50%。
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