Starting Monday, new regulations will be implemented across Britain, banning advertisements for so-called junk foods during daytime television and online platforms. The government describes this as a “world-leading initiative” aimed at combating childhood obesity.
The new ban targets commercials promoting products high in fat, salt, or sugar, and is projected to eliminate up to 7.2 billion calories from children’s diets annually, according to the health department.
The restrictions apply to ads shown before the 9pm watershed and those displayed online at any time. The government estimates that these measures could reduce the number of children with obesity by 20,000 and generate approximately £2 billion in health benefits.
This move, first announced in December 2024, builds on previous actions such as an extended sugar tax on pre-packaged foods like milkshakes, ready-to-go coffees, and sweetened yoghurt drinks. Local authorities have also been empowered to prevent fast food outlets from opening near schools.
The government emphasizes research indicating that advertising influences children’s food choices and eating habits from a young age, which can lead to obesity and associated health conditions.
Statistics show that 22 percent of children beginning primary school in England, typically around five years old, are overweight or obese. This percentage increases to over one-third by age 11 when children enter secondary school.
Officials also state that tooth decay remains the leading cause of hospital admissions among young children aged five to nine.
Health Minister Ashley Dalton explained, “By restricting junk food adverts before 9pm and banning paid online advertisements, we can significantly reduce children’s exposure to unhealthy foods.” He added that the policy is part of a broader strategy to shift the focus of the publicly funded National Health Service from solely treating illness to also preventing it, supporting healthier lifestyles.
Katharine Jenner, Executive Director of the Obesity Health Alliance, welcomed the move, calling it “a much-needed and long-overdue step to better protect children from advertising for unhealthy foods and drinks that can harm their health and wellbeing.”
Similarly, Colette Marshall, Chief Executive of Diabetes UK, praised the ban, highlighting that type 2 diabetes is increasingly affecting young people. She pointed out that obesity is a critical risk factor for the disease, which can lead to severe complications such as kidney failure and heart disease in young individuals.