Landmark Junk Food Advertising Ban Comes Into Force to Protect Children’s Health: In a decisive move to tackle childhood obesity, the UK government has introduced a landmark ban on junk food advertising aimed at children. From January 5th, adverts for less healthy food and drink are banned on television before 9pm and prohibited online at all times, marking one of the most ambitious public health interventions in the world.
As a result, children will be shielded from excessive exposure to unhealthy food marketing on the platforms they use most. Crucially, the government expects these new regulations to remove up to 7.2 billion calories from UK children’s diets every year, reduce childhood obesity by 20,000 cases, and generate around £2 billion in long-term health benefits.
Why the Junk Food Ad Ban Matters
Evidence consistently shows that advertising strongly influences what children eat, when they eat, and what they prefer. From a young age, repeated exposure to junk food marketing shapes habits that increase the risk of obesity and related illnesses later in life. Therefore, the new rules target television and digital media at peak viewing times, ensuring protections are both effective and far-reaching.
Currently, 22.1% of children in England start primary school overweight or obese, and alarmingly, this figure rises to 35.8% by the time they leave. Moreover, tooth decay remains the leading cause of hospital admissions for children aged 5 to 9 in the UK. Against this backdrop, the advertising ban represents a critical step toward prevention rather than cure.
Government Delivers on Its Health Pledge
Minister for Health Ashley Dalton said the government is committed to giving every child the healthiest possible start in life. By restricting junk food adverts before 9pm and banning paid online advertising, the government aims to make the healthy choice the easy choice for families.
Importantly, Dalton emphasised a shift in strategy—from the NHS treating sickness to preventing it altogether. At the same time, the government has worked closely with health campaigners and industry leaders, striking a balance between improving children’s health and supporting economic growth. Many food and drink companies have already complied voluntarily since October, ahead of the rules taking legal effect today.
Building on Proven Public Health Success
Previous initiatives, such as the Soft Drinks Industry Levy, successfully encouraged businesses to reformulate products with less sugar. Similarly, the advertising restrictions already in place have driven the development and promotion of healthier food options.
Furthermore, the government is extending the Soft Drinks Industry Levy to cover more products, including sugary milk-based drinks. It is also banning the sale of high-caffeine energy drinks to children under 16, reinforcing its commitment to improving children’s diets.
A Broader Strategy to Raise the Healthiest Generation
The junk food advertising ban forms part of a wider package of reforms under the government’s 10 Year Health Plan. These include introducing a Healthy Food Standard to improve the average shopping basket, empowering local authorities to block fast food outlets near schools, and launching supervised toothbrushing programmes for young children in deprived communities.
In addition, new measures announced in December will allow parents to save up to £500 a year on baby formula, easing cost-of-living pressures. Meanwhile, the Tobacco and Vapes Bill will curb nicotine addiction by restricting vape advertising, packaging, flavours, and sponsorships that appeal to young people.
Strong Support from Health Experts and Campaigners
Health organisations have widely welcomed the ban. Katharine Jenner, Executive Director of the Obesity Health Alliance, described the move as a long-awaited breakthrough that will significantly reduce children’s exposure to harmful advertising.
Similarly, Diabetes UK warned that rising cases of type 2 diabetes among young people make urgent action essential. Obesity, a major risk factor, can lead to severe complications such as kidney failure and heart disease. According to the charity, restricting junk food advertising alongside other measures can help prevent these outcomes.
Cancer Research UK also highlighted that obesity increases the risk of at least 13 types of cancer, stressing the need for strong enforcement and further bold action to make healthy diets more accessible.
Young People and Local Leaders Applaud the Change
Seventeen-year-old Farid, a Bite Back activist, called the ban a milestone moment after years of youth-led campaigning. While welcoming the progress, he urged the government to go further and transform the environments in which children grow up.
Local government leaders echoed this sentiment. Cllr Dr Wendy Taylor MBE of the Local Government Association said the measures will help reduce health inequalities and ease the financial burden on the NHS. Public health leaders also noted that tighter advertising restrictions have historically played a key role in reducing harm from products like tobacco.
A Turning Point for Children’s Health
Taken together, the junk food advertising ban, dietary reforms, and tobacco and vape restrictions signal a clear shift toward prevention-focused healthcare. While experts agree there is more work to do, today’s legislation represents a significant step forward.
Ultimately, by limiting the influence of aggressive junk food marketing, the UK is moving closer to its ambition of raising the healthiest generation of children ever—and creating a future where preventable illness is no longer the norm.
