A nationwide ban on unhealthy food advertising aims to curb rising childhood obesity levels
A major crackdown on junk food advertising has come fully into force across the UK, marking one of the most significant public health interventions in years.
From today, adverts promoting foods and drinks high in saturated fat, salt and sugar are heavily restricted on television and banned entirely online. The government says the measures are designed to reduce children’s exposure to unhealthy food marketing and could prevent around 20,000 cases of childhood obesity.
The rules apply to television advertising between 5.30am and 9pm and to all online platforms at any time. Voluntary restrictions introduced in October have now been replaced by mandatory enforcement.
The ban targets products classified as less healthy within 13 categories that officials say contribute most to childhood obesity. These include soft drinks, chocolates, sweets, pizzas, cakes and ice creams. However, the scope extends beyond traditional junk food and also covers certain breakfast cereals, porridges, yoghurts, sandwiches and sweetened bread products.
Not every product in these categories is automatically banned. Each item must be assessed using a government scoring tool that measures nutrient levels and determines whether it is high in saturated fat, salt or sugar. Only products that fall outside the acceptable health range face advertising restrictions.
This means some versions of porridge, muesli and granola will continue to be advertised, particularly those without added sugar or flavourings. Others containing chocolate, syrup or high sugar content may be restricted.
The Advertising Standards Authority will be responsible for enforcing the new rules.
Ministers hope the policy will encourage food manufacturers to reformulate products in order to qualify as healthier options and regain advertising access. Products that meet the nutritional standards can still be promoted.
The government says the measures are necessary in the face of worrying health statistics. Latest figures show that one in 10 reception aged children is now obese. By the age of five, one in five children is affected by tooth decay.
Officials also point to the wider strain on public services. Obesity is estimated to cost the NHS more than £11 billion every year.
Previous rules focused on limiting advertising when more than a quarter of the audience was under 16. The new restrictions go further by imposing time based and platform wide limits, reflecting the shift in children’s viewing habits towards online content.
The policy was first announced by the Conservatives in 2021 but was delayed twice before being fully implemented.
Its introduction comes shortly after Health Secretary Wes Streeting confirmed that milkshakes and lattes will be subject to a sugar tax for the first time. The move forms part of a broader strategy to tackle rising obesity rates and reduce long term pressure on the health system.
Supporters argue the ban is long overdue and will help protect children from relentless marketing of unhealthy products. Critics have raised concerns about the inclusion of everyday foods such as cereals and yoghurts, though the government insists only the least healthy versions are affected.
For families, the changes may be subtle at first, but officials believe reducing exposure to junk food advertising will gradually influence habits and improve outcomes over time.
Whether the ban delivers the promised health benefits remains to be seen, but from today, the rules are in force and the era of unrestricted junk food advertising is over.