A landmark ban on junk food advertising before the 9pm watershed on television, alongside a total ban on online advertising, has come into force across the UK as the government steps up efforts to tackle rising childhood obesity.
The new rules prohibit the promotion of products high in fat, sugar and salt across 13 food categories, preventing them from appearing on TV before 9pm or being advertised online at any time. Enforcement of the restrictions falls to the Advertising Standards Authority.
Aimed at Reducing Children’s Exposure
Health campaigners have long argued that constant exposure to junk food advertising drives unhealthy eating habits among children, contributing to obesity, diabetes and long-term health conditions.
Anna Taylor, executive director of the Food Foundation, described the move as a major step forward, saying the measures marked a “world-leading milestone” in protecting children from harmful marketing.
The government estimates that children were previously exposed to thousands of junk food adverts every year across television, streaming services and social media platforms.
Industry Compliance Began Months Earlier
Although the restrictions are legally in force now, much of the UK advertising industry began voluntarily complying with the rules in October to prepare for the change.
This resulted in the first Christmas advertising season in which many traditional festive products high in sugar and fat were replaced with promotions for fruit, vegetables and lower-fat alternatives.
Advertisers said the early transition was needed to navigate the complex nutrient profiling regulations that determine which products are permitted.
Broad Restrictions and Controversial Inclusions
The rules apply to a wide range of products, including some foods commonly perceived as healthy. Items such as sandwiches, pretzels and most products found in the breakfast cereal aisle, including porridge oats and muesli, fall under the restrictions.
Even some reformulated foods that meet the government’s nutrient thresholds remain banned if they are deemed to contribute to obesity trends, including certain crisps, pizzas and chips.
Campaigners say the breadth of the rules reflects the difficulty of addressing obesity through advertising alone.
Brand Advertising Remains a Loophole
The policy stops short of a complete ban on brand advertising. Companies such as McDonald’s and Cadbury are still allowed to run adverts that promote their brand identity, provided no identifiable junk food products appear on screen.
The decision followed threats of legal action from parts of the food industry and has drawn criticism from public health advocates, who argue it weakens the impact of the ban.
Taylor said the shift from product advertising to brand advertising could undermine the policy’s effectiveness, warning that companies would continue to influence children through familiar logos and characters.
Advertising Spend Shifts Elsewhere
Recent research by the Food Foundation suggests food companies have already adapted their strategies. Spending on outdoor advertising, including billboards and posters, rose sharply in the years leading up to the ban.
Outdoor adverts are only restricted if placed within 100 metres of schools, playgrounds or leisure centres, leaving large areas unaffected. The charity’s latest report found that McDonald’s recorded the biggest increase in outdoor advertising spend between 2021 and 2024.
Long Road to Implementation
The advertising restrictions were first announced in 2020 under the government of Boris Johnson, with an original target implementation date of 2023. The policy was delayed several times amid industry pressure and legal concerns.
Ministers say the ban forms part of a wider strategy to improve children’s health, alongside school food standards, sugar reduction programmes and plans to expand access to physical activity.
