Say goodbye to prime time junk food ads: UK tightens rules for children

UK targets childhood obesity ads

The British government has announced a significant expansion of advertising restrictions targeting foods high in fat, sugar and salt. Under the new rules, adverts for products such as sweets, sugary cereals, crisps and certain fast foods will be barred from television and online services before 9 pm. The policy also covers video-on-demand platforms, social media and websites that children are likely to use. This follow-up to earlier limits on TV advertising represents one of the most comprehensive attempts in Europe to shield children from junk food marketing.

Health officials and ministers say the change is driven by concern about rising rates of childhood obesity and poor diets. According to official data from the UK Government and the National Health Service (NHS), about one in five children in England starts school overweight or obese, and by the time they reach age 10 or 11, nearly four in ten are overweight or obese. These figures show little long-term improvement despite years of public health campaigns.

Prime Minister Rishi Sunak and Health Secretary Victoria Atkins have cited scientific research showing that advertising strongly influences children’s food preferences, purchase requests and eating habits. Young people are especially sensitive to repetitive, colourful ads that link unhealthy products with fun, happiness or social acceptance. Restricting when and where these adverts appear, officials argue, can help reduce the pressure on families and make healthier choices easier for children.

The 9 pm watershed has been a long-established protection for children on television, but modern media consumption has made the old rule less effective. Children now spend considerable time online where ads are personalised and can follow them from app to app. The expanded ban aims to close that gap by requiring digital platforms to block targeted junk food advertising at times when young users are most likely to be online.

Food industry groups have expressed reservations. Some companies argue that the definition of “junk food” used in the rules is too broad and could unfairly punish products that form part of a balanced diet if consumed in moderation. They have also warned that the regulation could increase costs for smaller businesses that rely on advertising to compete.

Public health advocates, however, have welcomed the move. Campaigners say that restricting junk food marketing is a practical step in addressing unhealthy eating habits, and point to similar efforts in countries such as Chile and Sweden, where limits on food advertising to children have been associated with improved awareness of nutrition.

The policy is due to take effect in late 2026, giving broadcasters and digital platforms time to adjust. As the UK focuses on changing the food marketing environment, health officials hope the new rules will contribute to long-term improvements in diet, reduce obesity-related illnesses, and ease pressure on the NHS.