New regulations banning the advertising of so-called junk food during the day and across online platforms will come into force in Britain on Monday, marking what the government has described as a world-leading move to tackle childhood obesity.
The restrictions apply to paid advertising for products high in fat, salt or sugar (HFSS). Television adverts for these foods will no longer be allowed before the 9pm watershed, while paid online advertising will be banned at all times. According to the Department of Health and Social Care, the changes are expected to remove up to 7.2 billion calories from children’s diets every year.
Government estimates suggest the policy could help reduce the number of children living with obesity by around 20,000 and generate approximately £2 billion in long-term health benefits by easing pressure on the National Health Service (NHS).
The advertising ban was first announced in December 2024 and forms part of a broader strategy to address rising obesity levels among young people. Other recent measures include an extension of the sugar tax to cover pre-packaged drinks such as milkshakes, ready-to-drink coffees and sweetened yoghurt beverages. In addition, local councils have been given new powers to block fast-food outlets from opening near schools.
Ministers argue that advertising plays a significant role in shaping children’s food choices from an early age. Research cited by the government suggests that frequent exposure to adverts for unhealthy foods influences what children eat, when they eat and what they prefer, increasing the likelihood of obesity and related health conditions later in life.
Current figures underline the scale of the problem. Around 22 per cent of children in England are overweight or obese when they start primary school, typically at age five. By the time they reach secondary school at around 11 years old, that figure rises to more than one in three. Officials also highlight that tooth decay remains the leading cause of hospital admissions among young children aged five to nine.
Health minister Ashley Dalton said the restrictions would significantly cut children’s exposure to unhealthy food marketing. “By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods,” he said. Dalton added that the policy supports a shift within the NHS towards preventing illness, not just treating it, allowing people to live healthier lives.
Health charities have largely welcomed the move. Katharine Jenner, executive director of the Obesity Health Alliance, described the ban as a “long-awaited and welcome step” that would better protect children from advertising that can damage their health and wellbeing.
Diabetes UK also expressed support, warning that type 2 diabetes is becoming increasingly common among younger age groups. Chief executive Colette Marshall said obesity is one of the main risk factors for the condition and can have particularly serious consequences for young people. These can include long-term complications such as heart disease and kidney failure.
While some in the food and advertising industries have raised concerns about the economic impact of the restrictions, the government insists the long-term public health benefits outweigh the costs. Ministers say the policy is designed to create healthier food environments for children, rather than limit choice for adults.
With the new rules now taking effect, the government hopes the measures will help reverse troubling health trends and support a future generation to grow up with better eating habits and improved overall wellbeing.
