Britain has introduced a ban on the advertising of junk food on daytime television and online platforms, as part of wider efforts to address rising levels of childhood obesity.
The restrictions apply to products high in fat, salt and sugar (HFSS) and will prohibit their advertisement on television before the 9pm watershed. Paid online advertising for such products will be banned at all times, regardless of the audience.
The government estimates that the measures could reduce children’s calorie consumption by up to 7.2 billion calories a year.
According to the Department of Health, the policy is expected to prevent around 20,000 cases of childhood obesity and generate long-term savings of approximately £2 billion for the National Health Service.
The advertising ban follows an announcement made in December 2024 and forms part of a broader public health strategy aimed at improving children’s diets.
Other initiatives include an expanded sugar tax, now applied to pre-packaged products such as milkshakes, ready-to-drink coffees and sweetened yoghurt drinks. Local authorities have also been given greater powers to restrict the opening of fast-food outlets near schools.
Ministers say the combined measures are designed to create healthier food environments for children and reduce the long-term burden on health services.
