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Starting from Monday, advertisements for junk food will be prohibited on television and online across the UK as part of efforts to combat childhood obesity. This comprehensive ban targets products high in fat, salt, and sugar (HFSS) by preventing their promotion on TV before 9 p.m. and at any time on digital platforms. The restriction focuses on foods identified as major contributors to childhood obesity, including soft drinks, chocolates and sweets, pizzas, and ice creams. The Food and Drink Federation (FDF) has expressed its commitment to promoting healthier eating and stated that it has been voluntarily following these new advertising rules since October.
In addition to clearly unhealthy items, the ban extends to certain breakfast cereals and porridges, sweetened bread products, as well as some main meals and sandwiches. The classification of which foods fall under the ban is determined through a scoring system that weighs their nutrient content against levels of saturated fat, sugar, and salt. For example, plain oats and most porridges, mueslis, and granolas are exempt, but varieties containing added sugar, chocolate, or syrup may be subject to restrictions. The government allows companies to continue marketing healthier versions of products that otherwise would be banned, encouraging the development of reformulated, better-for-you options.
The new rules specifically prohibit advertisements where unhealthy products are visible to viewers; however, this does not stop fast-food brands from promoting their name alone without showcasing HFSS products. Previously, adverts for such foods were restricted only on media platforms with an audience composition exceeding 25% under the age of 16. Non-compliance with the updated regulations may prompt enforcement actions by the Advertising Standards Authority (ASA).
Current NHS data reveals that approximately 9.2% of reception-aged children are affected by obesity, and one in five children suffer from tooth decay by age five. It is estimated that obesity-related illnesses impose a cost exceeding £11 billion annually on the NHS. Research indicates that children’s exposure to advertising of unhealthy foods affects their consumption choices, increasing their risk of becoming overweight or obese. The government anticipates that the introduction of this advertising ban could prevent around 20,000 instances of childhood obesity. Katherine Brown, a professor specializing in behavior change and health at the University of Hertfordshire, described the measure as “long overdue and a move in the right direction.” She emphasized that “children are highly susceptible to aggressive marketing of unhealthy foods and exposure to them puts them at greater risk of developing obesity and associated chronic diseases.” Brown also urged the government to make nutritious food options “more affordable, accessible and appealing.” Meanwhile, the FDF highlighted manufacturers’ dedication to partnering with the government and others to assist consumers in making healthier choices, noting that their members’ products currently contain significantly less salt, sugar, and calories compared to a decade ago
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