UK Takes Bold Step to Protect Children with New Junk Food Ad Ban

The UK government has officially introduced a sweeping ban on junk food advertising aimed at reducing children’s exposure to unhealthy food and drink marketing, as part of a broader strategy to tackle childhood obesity and improve public health.

Under the new regulations, adverts for less healthy foods and drinks are prohibited on television before 9 pm and banned online at all times. The measures came into effect on 5 January 2026, fulfilling a key government pledge to create healthier food environments for younger generations.

Government analysis warns that advertising shapes children’s eating habits from a young age, contributing to rising levels of obesity and diet-related illnesses. The regulations are expected to remove up to 7.2 billion calories per year from children’s diets, reduce the number of children living with obesity by approximately 20,000, and deliver £2 billion in long-term health benefits.

Childhood obesity in England remains alarmingly high, with around 22% of children overweight or obese at the start of primary school, rising to nearly 36% by the end. Tooth decay — strongly linked to sugar consumption — remains the leading cause of hospital admissions among young children.

Health Minister Ashley Dalton said the government is shifting the focus of health policy from treatment to prevention, making healthier choices easier for families. She noted that the ban builds on voluntary industry action introduced in October and reflects collaboration between policymakers, health campaigners, and businesses.

The ban is part of the government’s 10-Year Health Plan, designed to give every child “the healthiest start in life.” Additional measures include:

Extension of the Soft Drinks Industry Levy to sugary milk-based drinks.

New powers for local authorities to restrict fast food outlets near schools.

A prohibition on the sale of high-caffeine energy drinks to under-16s.

Public health groups have welcomed the move. Katharine Jenner, of the Obesity Health Alliance, described it as a “long-awaited step” to shield children from manipulative marketing, while Diabetes UK emphasized its importance amid rising rates of type 2 diabetes in young people.

Supporters say the ban will help shift societal norms around unhealthy eating and strengthen prevention strategies. While some industry voices have raised concerns about economic impacts and effectiveness, health advocates view this as a decisive, world-leading effort to confront the UK’s childhood obesity crisis.