A ban on junk food advertising before 9pm on television and at all times online came into force on Monday, in a move the government says could remove up to 7.2 billion calories from UK children’s diets annually.
The restrictions target foods high in fat, salt and sugar across 13 categories, including soft drinks with added sugar, savoury snacks, breakfast cereals, chocolates, ice cream, cakes, biscuits and pizzas. Health officials estimate the measures could prevent around 20,000 children from living with obesity, with long-term health benefits valued at approximately £2 billion.
Minister for Health Ashley Dalton stated: “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.”
She added: “We promised to do everything we can to give every child the best and healthiest start in life… We’re moving the dial from having the NHS treat sickness to preventing it.”
The legislation was confirmed on December 3, 2024, with the ban initially scheduled for October 2025 before being delayed to January 5, 2026. The Food and Drink Federation committed to voluntary compliance from October 2025 ahead of legal enforcement.
Secretary of State for Health and Social Care Wes Streeting emphasised the scale of the challenge, stating: “Obesity robs our kids of the best possible start in life, sets them up for a lifetime of health problems, and costs the NHS billions. This government is taking action now to end the targeting of junk food ads at kids, across both TV and online.”
Current statistics show that 22.1% of children in England are overweight or obese at primary school start, rising to 35.8% by the end of primary education. Tooth decay remains the leading cause of hospital admissions for UK children aged five to nine.
Katharine Jenner, executive director of the Obesity Health Alliance, welcomed the restrictions, stating: “It’s been one battle after another, but we are finally going to see children being protected from the worst offending junk food adverts.”
The Children’s Food Campaign described the measures as “an important first step that begins to rip down the wallpaper of junk food advertising that surrounds young people on TV and online every day,” adding: “Young people are energised to keep pushing, working hard to make 2026 the year we fully transform the environments children grow up in.”
Healthier product versions and brand advertisements without visible high fat, salt and sugar items remain permitted under the new rules. Previous regulations restricted such advertising where more than 25% of the audience was under 16, with non-compliance subject to Advertising Standards Authority action.
The ban forms part of a wider government package including a Healthy Food Standard for groceries, local powers to limit fast food outlets near schools, extension of the Soft Drinks Industry Levy to sugary milk drinks, a sales ban on high-caffeine energy drinks for under-16s, supervised toothbrushing programmes and the Tobacco and Vapes Bill.
Health bodies and campaigners have welcomed the restrictions for creating healthier environments for children, though some noted delays in implementation. The measures are part of the government’s 10 Year Health Plan focused on prevention and creating what ministers have described as the healthiest generation of children.
