Most junk food advertising on TV and online came to an end in the UK on Monday when new regulations aimed at tackling childhood obesity took effect. The UK health and social care department confirmed adverts for less healthy food and drinks will be banned on TV before 9pm and prohibited online at all times. Food and drink companies were given advance notice of the restrictions, which were introduced on a voluntary basis in October 2025 before becoming legally binding this week.
“This decisive and world-leading action by this government is expected to remove up to 7.2-billion calories from children’s diets each year, reduce the number of children living with obesity by 20,000 and deliver about £2bn (R44.3bn) in health benefits over time,” the department said. “Children will be protected from excessive exposure to unhealthy food adverts on TV and online,” it said, noting evidence shows advertising influences what and when children eat, shaping preferences from a young age and increasing the risk of obesity and related illnesses. The department highlighted that at the start of primary school, 22.1% of children in England are overweight or obese, a figure that rises to 35.8% by the time they leave school.
Tooth decay remains the leading cause of hospital admissions for children aged from five to nine in the UK. UK health minister Ashley Dalton said the government was committed to giving every child the healthiest possible start in life. “By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods, making the healthy choice the easy choice for parents and children.
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“We’re moving the dial from having the National Health Service treat sickness to preventing it so people can lead healthier lives, and it can be there for us when we need it.” The government had worked closely with health campaigners and industry leaders to strike a balance between improving child health and supporting economic growth. “It’s in everyone’s interest that parents and children can make healthy choices, and we thank food and drink companies for getting behind the restrictions voluntarily since October, before them taking legal effect.”
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