UK to Ban Junk Food Ads on TV Before 9 PM Starting in 2025 to Combat Childhood Obesity
The UK government has confirmed that a ban on junk food adverts on TV before 9 pm will take effect on 1st October 2025. Alongside this, a total ban on paid-for online ads for unhealthy foods will also be introduced, aiming to tackle childhood obesity.
The plan was initially proposed in 2021 under Boris Johnson but was delayed. Labour’s Health Minister, Andrew Gwynne, reaffirmed the timeline, emphasising the importance of protecting children from exposure to unhealthy food and drink advertising.
One in five children are overweight or living with obesity by the time they start primary school, says Gwynne
Gwynne stated that evidence shows these ads influence children's dietary preferences from an early age, which is a concern given the rise in childhood obesity. He added that more than one in five children in England are overweight or living with obesity by the time they start primary school, with the figure rising to more than a third by the time they leave.
The ban was a key part of Labour’s manifesto, alongside a pledge to prevent under-16s from purchasing high-caffeine energy drinks. While businesses were previously given more time to adjust, Gwynne now says there will be no further delays in implementing the restrictions, which are intended to address a growing public health crisis.
The government has also published a response to its 2022 consultation on how these measures will be enforced, clarifying which products and services will be affected.
A two-stage process will define what constitutes “less healthy” food, initially focusing on items high in fat, salt, or sugar. Some categories, such as baby formula and medicinal drinks, will be exempt.
Some welcome tv advertising ban, others think more needs to be done
The Royal Society for Public Health welcomed the move, calling it a step toward building a healthier future for children. However, some organisations like Impact on Urban Health are urging the government to go further, proposing similar restrictions for ads on public transport and social media.
The British Heart Foundation has also called for a broader range of measures, including expanding the ad ban to radio and sports sponsorship and introducing a salt and sugar tax.
While these ideas are not yet part of Labour’s plans, the government’s focus remains on preventing unhealthy habits and reducing the strain on the NHS.
As Gwynne highlighted, “We want to tackle the problem head-on.” The goal, according to the new administration, is to help raise the healthiest generation ever, with prevention being a key part of the strategy to fix the NHS.
