Britain starts banning junk food advertisements on daytime television and online as part of efforts to reduce childhood obesity.
The ban targets adverts for foods high in fat, salt or sugar. It will apply to television advertising before the 9 pm watershed and to paid online adverts at all times. The government says the measure could remove up to 7.2 billion calories from children’s diets each year.
The health ministry estimates the policy will reduce the number of children living with obesity by 20,000 and deliver around £2 billion ($2.7 billion) in long-term health benefits.
The move follows the government’s announcement of the policy in December 2024 and builds on other recent measures. These include extending the sugar tax to pre-packaged products such as milkshakes, ready-to-drink coffees and sweetened yoghurt drinks.
Local authorities have also been given new powers to prevent fast food outlets from opening near schools.
The government says research shows food advertising strongly influences what and when children eat, shaping preferences from an early age and increasing the risk of obesity and related health problems.
It notes that 22 per cent of children starting primary school in England, typically aged around five, are overweight or obese. This rises to more than one-third by the time they reach secondary school at age 11.
Officials also say tooth decay is the leading cause of hospital admissions among children aged five to nine in the UK.
Health organisations welcomed the move, saying it will help protect children’s health and reduce obesity-related diseases, including type 2 diabetes and other serious long-term conditions.
