The UK has implemented a nationwide ban on junk food advertising on television before 9pm and online at any time, targeting foods high in fat, salt, and sugar (HFSS) to help reduce childhood obesity.
Products affected include soft drinks, chocolates, sweets, pizzas, ice creams, certain breakfast cereals, sweetened breads, and some main meals and sandwiches. Healthier versions of these products can still be advertised, encouraging reformulation.
The rules are based on a government nutrient scoring system that assesses saturated fat, salt, and sugar levels. Plain oats, most porridge, muesli, and granola are exempt unless they contain added sugar or chocolate. While companies can continue promoting brand names, adverts featuring specific HFSS products are prohibited, a move that may disproportionately affect smaller businesses that rely on product-focused campaigns.
The Advertising Standards Authority (ASA) will enforce compliance, and the ban replaces previous restrictions that applied only where more than 25% of the audience was under 16. NHS data show 9.2% of reception-aged children in England are living with obesity, and one in five experience tooth decay by age five. Obesity costs the NHS over £11bn annually. The government estimates the ban could prevent roughly 20,000 childhood obesity cases.
Experts say the move is “long overdue” and vital to protect children from aggressive marketing that shapes unhealthy eating habits. The Food and Drink Federation (FDF) supports the initiative, noting that manufacturers have reduced salt, sugar, and calories in their products over the past decade and remain committed to promoting healthier choices.
