The United Kingdom has started enforcing a nationwide ban on daytime television and online adverts for junk food, as part of new measures to reduce childhood obesity.
The regulation, which took effect on Monday, targets adverts for foods and drinks high in fat, salt, or sugar. Under the rule, such adverts are no longer allowed before the 9:00 pm watershed on television and are banned entirely from paid online platforms.
British health officials said the move could remove up to 7.2 billion calories from children’s diets every year.
The UK Department of Health said the policy is expected to reduce the number of children living with obesity by about 20,000 and deliver health benefits worth around £2 billion.
The ban was first announced in December 2024 and follows other steps taken by the government, including the extension of the sugar tax to pre-packaged products such as milkshakes, sweetened yoghurt drinks, and ready-to-go coffees.
Local councils have also been given powers to prevent fast food outlets from opening close to schools.
According to government data, advertising plays a strong role in shaping children’s food choices from an early age and increases their risk of obesity and related health problems.
Officials said about 22 per cent of children in England are already overweight or obese when they start primary school at around five years old. This figure rises to more than one in three by the time they reach secondary school.
Health authorities also noted that tooth decay remains the leading cause of hospital admissions for children aged between five and nine.
The UK Minister for Health, Ashley Dalton, said the ban would help reduce children’s exposure to unhealthy food marketing.
“By restricting adverts for junk food before 9 pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods,” Dalton said.
He added that the policy supports efforts to make the National Health Service focus more on preventing illness, not just treating it.
“So people can lead healthier lives,” he said.
The Obesity Health Alliance welcomed the development, describing it as long overdue.
Its executive director, Katharine Jenner, said, “This is a welcome and long-awaited step towards better protecting children from unhealthy food and drink advertising that can harm their health and wellbeing.”
Diabetes UK also praised the move, warning that type 2 diabetes is increasing among young people.
The charity’s chief executive, Colette Marshall, said obesity remains a major risk factor.
“Obesity is a major risk factor for type 2 diabetes, and the condition can lead to more severe consequences in young people, leaving them at risk of serious complications like kidney failure and heart disease,” she said.
