Britain Bans Daytime Junk Food Adverts to Tackle Childhood Obesity

LONDON: New regulations came into force on Monday in Britain banning daytime television and online advertisements for so-called junk food, in what the government has described as a “world-leading” move to tackle childhood obesity.

The ban targets advertising of foods high in fat, salt or sugar and applies to TV adverts aired before the 9:00pm watershed as well as paid promotions online. According to the health ministry, the measure is expected to remove up to 7.2 billion calories from children’s diets each year.

Officials said the policy could reduce the number of children living with obesity by around 20,000 and deliver an estimated £2 billion in long-term health benefits.

The regulations were first announced in December 2024 and follow other public health measures, including the expansion of the sugar tax to pre-packaged products such as milkshakes, ready-to-go coffees and sweetened yoghurt drinks. Local authorities have also been granted powers to prevent fast food outlets from opening near schools.

The government said research shows advertising strongly influences children’s eating habits, shaping preferences from a young age and increasing the risk of obesity and related illnesses. Currently, 22 percent of children in England are overweight or obese when they start primary school, a figure that rises to more than one-third by the time they reach secondary school.

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Officials also highlighted that tooth decay is the leading cause of hospital admissions among children aged five to nine in the UK.

Health Minister Ashley Dalton said the restrictions would significantly reduce children’s exposure to unhealthy food advertising. He added the move was part of a broader strategy to shift the National Health Service towards preventing illness as well as treating it.

Health groups welcomed the decision. Katharine Jenner, executive director of the Obesity Health Alliance, called it a “long-awaited step” to better protect children’s health. Diabetes UK also praised the ban, warning that rising obesity levels are contributing to an increase in type 2 diabetes among young people and putting them at risk of serious long-term complications.