UK begins ‘world-leading’ junk food ad ban to curb childhood obesity
Restrictions on daytime television and paid online advertisements are part of a US$2.7 billion preventive health strategy
New regulations come into force on Monday in Britain banning daytime TV and online adverts for so-called junk foods, in what the government calls a “world-leading action” to tackle childhood obesity.
The ban – targeting commercials for products high in fat, salt or sugar – is expected to remove up to 7.2 billion calories from children’s diets each year, according to the health ministry.
The restrictions, which cover television advertisements before 9pm and all digital platforms, will cut childhood obesity cases by 20,000 and save the healthcare system £2 billion (US$2.7 billion), the ministry said.
The implementation of the measure – first announced in December 2024 – follows other recent steps, including an extended sugar tax on pre-packaged items like milkshakes, ready-to-go coffees and sweetened yogurt drinks.
Local authorities have also been given the power to stop fast food shops from setting up outside schools.
The government argues evidence shows advertising influences what and when children eat, shaping preferences from a young age and increasing the risk of obesity and related illnesses.
It notes 22 per cent of children starting primary schooling in England – typically aged around five – are overweight or obese, rising to more than a third by the time they progress to secondary schools aged 11.