Child Obesity: UK’s enforcement of junk food TV, online advert ban takes effect

*The United Kingdom’s regulation also applies to products considered to be the biggest drivers of childhood obesity in the country, including soft drinks, chocolates and sweets, pizzas and ice creams, and firms that fail to comply with the new rules risk action by the Advertising Standards Authority

Alexander Davis | ConsumerConnect

Authorities in the United Kingdom (UK) have said junk food adverts are banned on television and online as part of practical measures to tackle childhood obesity in the country.

ConsumerConnect learnt the UK-wide ban now stops food and drinks high in fat, salt and sugar (HFSS) being advertised on TV before 21:00 and at any time online.

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The regulatory directive also applies to products considered to be the biggest drivers of childhood obesity, including soft drinks, chocolates and sweets, pizzas and ice creams.

Firms that do not comply with the new rules risk action by the Advertising Standards Authority (ASA), report stated.

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Child Obesity: UK’s Enforcement Of Junk Food TV, Online Advert Ban Takes Effect

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Emphasising the need for such regulation, UK’s Food and Drink Federation (FDF) also said it was committed to helping people to eat healthily, and had been voluntarily abiding by the new restrictions since October 2025.

As well as more obviously unhealthy foods, the ban also covers some breakfast cereals and porridges, sweetened bread products, and main meals and sandwiches, agency report said.

Decisions over which products fall under the ban are based on a scoring tool, balancing their nutrient levels against whether they are high in saturated fat, salt, or sugar.

Plain oats and most porridge, muesli and granola are not banned under the crackdown, but some versions with added sugar, chocolate or syrup could be affected.

However, firms can still promote healthier versions of banned products, which the government hopes will lead to food makers developing healthier recipes, according to report.

Josh Tilley, brand strategy director at marketing agency Initials CX, said companies would still be allowed to advertise their brand in general, but not specific products.

Adverts featuring “things like the PepsiCo logo or the McDonald’s arches” will not be banned he said, meaning that larger companies may be less affected by the new restrictions.

Tilley said smaller companies “can’t necessarily afford those bigger brand campaigns.

Their adverts are based on “educating people” about specific products, “and they’re no longer going to be able to do that”.

The ban only covered adverts in which unhealthy products could be seen by viewers, meaning fast-food firms will still be able to advertise using their brand name.

Previously, HFSS food and drink adverts were banned on any platform where more than a quarter of the audience was under 16.

NHS data shows almost one in 10 (9.2 percent) reception-aged children are now living with obesity, while one in five children have tooth decay by the age of five.

It is estimated obesity costs the NHS over £11 billion every year.

Evidence further showed children’s exposure to ads for unhealthy food could influence what they eat from a young age, in turn putting them at greater risk of becoming overweight or obese.

The UK Government has estimated the ad ban would prevent around 20,000 cases of childhood obesity.

Katherine Brown, Professor of Behaviour Change in health at the University of Hertfordshire, said the ban was “long overdue and a move in the right direction”.

Ms. Brown said: “Children are highly susceptible to aggressive marketing of unhealthy foods and exposure to them puts them at greater risk of developing obesity and associated chronic diseases.”

She urged the government to make nutritious options “more affordable, accessible and appealing”.

The FDF said manufacturers are “committed to working in partnership with the government and others to help people make healthier choices.”

“Investing in developing healthier products has been a key priority for food and drink manufacturers for many years and as a result, our members’ products now have a third of the salt and sugar and a quarter of the calories than they did ten years ago,” it said.

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