UK Implements New Junk Food Ad Ban to Combat Childhood Obesity
New Advertising Restrictions in the UK
London: A significant new regulation prohibiting junk food advertisements on television before 9 PM and online at all times took effect on Monday, as part of the UK government's initiative to address rising childhood obesity rates.
The Department of Health and Social Care (DHSC) announced that this ban on advertisements for unhealthy foods and sugary beverages is projected to eliminate approximately 7.2 billion calories from children's diets annually.
Additionally, it is anticipated to decrease the number of children classified as obese by 20,000 and generate around £2 billion in benefits for the National Health Service (NHS) over time.
“By limiting junk food advertisements before 9 PM and prohibiting paid ads online, we can significantly reduce children's exposure to unhealthy options, making healthier choices more accessible for families,” stated Ashley Dalton, the UK's Health Minister.
“Our goal is to shift the focus from treating illness to preventing it, enabling individuals to lead healthier lives and ensuring the NHS is available when needed,” she added.
The DHSC asserts that research indicates advertising plays a crucial role in influencing children's eating habits, shaping their preferences from an early age and heightening the risk of obesity and associated health issues.
Official data reveals that 22.1% of children in England are either overweight or obese by the time they start primary school, with this figure rising to 35.8% upon completion. Furthermore, tooth decay remains the leading cause of hospital admissions among young children, typically aged five to nine, in the UK.
“These new regulations will significantly reduce children's exposure to harmful advertisements and represent a meaningful step towards fostering a healthier food environment,” remarked Katharine Jenner, Executive Director of the UK's Obesity Health Alliance.
“For the government to realize its ambition of nurturing the healthiest generation ever, this policy is a vital component of a broader strategy to prevent obesity-related health issues. Ongoing enhancements to these regulations will ensure their effectiveness,” she added.
Food and beverage companies were alerted to the impending ban, which was initially introduced on a voluntary basis in October 2025 before becoming legally enforceable this week.
Previous measures, such as the Soft Drinks Industry Levy, prompted businesses to reformulate their products for improved health standards, and the newly implemented regulations are expected to have a similar effect, encouraging the development and marketing of healthier alternatives, according to the DHSC.
The Soft Drinks Industry Levy is now set to expand its scope to include additional products, such as sugary milk-based drinks, while the sale of high-caffeine energy drinks to children under 16 will be prohibited as part of the government's health initiative.