New UK rules ban junk food ads on TV before 9pm and online

The UK government has introduced new rules from Monday that ban daytime TV and online advertisements for junk food in an effort to cut childhood obesity.

Under the regulations, adverts for foods high in fat, salt or sugar will no longer be allowed before the 9pm TV watershed or at any time online.

The health ministry said that the restrictions could remove up to 7.2 billion calories from children’s diets each year.

It added that the move is expected to reduce the number of children living with obesity by around 20,000 and generate about £2 billion in long-term health benefits.

The advertising ban was first announced in December 2024 and builds on other steps taken by the government in recent years. These include extending the sugar tax to cover pre-packaged products such as milkshakes, ready-to-drink coffees and sweetened yoghurt drinks.

Local councils have also been granted authority to prevent new fast-food outlets from opening near schools.

The government says research shows advertising plays a key role in shaping children’s eating habits from an early age, influencing what they eat and when, and increasing the risk of obesity and related health problems.

According to official figures, 22 per cent of children in England are overweight or obese by the time they start primary school at around five years old. That figure rises to more than one in three by the time children reach secondary school at age 11.

Health officials also note that tooth decay remains the leading cause of hospital admissions among young children aged five to nine across the UK.