Junk Food Ad Ban Takes Effect in UK
New rules banning junk food advertising on TV and online have come into force today, marking a major shift in how children are exposed to unhealthy food and drink.
From now on, adverts for products high in fat, salt and sugar will no longer be allowed on television before 9pm or online at any time. The ban applies across the UK and targets foods seen as the biggest contributors to childhood obesity, including soft drinks, sweets, pizzas, ice creams and some cereals, ready meals and sandwiches.
The government says the measures could remove billions of calories from children’s diets each year and prevent around 20,000 cases of childhood obesity. Health officials point to strong evidence that advertising shapes what children want to eat, often from a very young age.
At the start of primary school, more than one in five children in England are already overweight or obese, rising to more than a third by the time they leave. Tooth decay remains the leading cause of hospital admissions for young children, while obesity-related illness costs the NHS more than £11bn a year.
Health minister Ashley Dalton said the changes were about prevention, not punishment. “We promised to do everything we can to give every child the best and healthiest start in life,” she said. “By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods - making the healthy choice the easy choice for parents and children.”
The ban covers products within 13 food categories, but only those that score poorly on a nutrient profiling system. Plain oats and most porridge, muesli and granola can still be advertised, while versions with added sugar or chocolate may not. Companies are still allowed to promote healthier alternatives, something the government hopes will encourage reformulation.
Food and drink manufacturers say many businesses have already adjusted. The Food and Drink Federation said it has been following the rules voluntarily since October and added that its members’ products now contain far less salt, sugar and calories than a decade ago.
Marketing experts say big brands may feel less impact, as they can still advertise their name without showing specific products. Josh Tilley from Initials CX said adverts featuring “things like the PepsiCo logo or the McDonald's arches” would still be allowed, while smaller firms that rely on product-focused ads could struggle more.
Health charities have welcomed the move after years of campaigning. Katharine Jenner from the Obesity Health Alliance called it “a welcome and long-awaited step”, while Diabetes UK warned obesity is a major risk factor for type 2 diabetes in young people.
The ad ban sits alongside other government measures, including extending the sugar tax to more drinks, banning high-caffeine energy drinks for under-16s and giving councils more power to block the construction of fast food outlets near schools. Ministers say it all forms part of a wider push to raise “the healthiest generation of children ever”.
