Britain has begun enforcing sweeping new restrictions on junk food advertising, marking a decisive shift toward making commercial messaging subservient to public health goals, particularly the fight against childhood obesity.
From January 5, new regulations ban television advertising of foods high in fat, salt or sugar before the 9pm watershed and prohibit paid junk food adverts online at any time. The government says the measures could remove up to 7.2 billion calories from children’s diets annually, prevent around 20,000 cases of childhood obesity, and deliver an estimated £2 billion in long-term health benefits.
The move builds on measures announced in late 2024, when the UK government revealed plans to classify a wide range of everyday products — from breakfast cereals, granola and muffins to burgers, nuggets and energy drinks — as “less healthy” under a new nutrient scoring system. Under those rules, such products are barred from daytime TV advertising, while exemptions apply to healthier options like unsweetened yoghurt and natural porridge oats.
Officials argue that advertising plays a powerful role in shaping children’s eating habits from an early age. Currently, 22 percent of children starting primary school in England are overweight or obese, rising to more than a third by secondary school. Tooth decay remains the leading cause of hospital admissions among young children.
Health minister Ashley Dalton said restricting junk food advertising before 9pm and online would significantly reduce children’s exposure to unhealthy food marketing, reinforcing a broader strategy to shift the National Health Service toward prevention rather than treatment. Public health groups, including the Obesity Health Alliance and Diabetes UK, have welcomed the move, citing rising rates of obesity-linked conditions such as type 2 diabetes among young people.
Together, the measures reflect a growing policy trend in the UK: curbing the influence of advertising where it conflicts with healthy living, and redefining the role of commercial messaging in environments where children are most exposed.
