LONDON, UK – The United Kingdom has introduced sweeping new restrictions on junk food advertising, joining a growing number of countries using tougher regulations to combat rising childhood obesity.
From Monday, January 5, 2026, adverts for foods high in fat, salt and sugar (HFSS) will no longer be allowed on television before 9pm and will be banned online at all times.
The restrictions target products commonly linked to obesity, including sugary drinks, sweets, pizza, ice cream and certain processed meals.
The UK government says the measures are designed to reduce children’s exposure to unhealthy food marketing and promote healthier eating habits from an early age.
Officials estimate the ban will remove up to 7.2 billion calories from children’s diets each year, prevent around 20,000 cases of childhood obesity, and deliver long-term health benefits worth approximately £2 billion.
Childhood obesity is a major public health concern, significantly increasing the risk of type 2 diabetes, heart disease and other chronic illnesses later in life.
In England, 22.1 per cent of children are overweight or obese when they start primary school, a figure that rises sharply to 35.8 per cent by the time they leave.
Tooth decay remains the leading cause of hospital admissions among children aged five to nine.
Globally, one in five children aged 5–19 is overweight. In Kenya, about 3 per cent of children under five and 13 per cent of teenage girls are overweight or obese — a trend health experts warn could worsen without stronger policy intervention.
UK Minister for Health Ashley Dalton said the ban would help make “the healthy choice the easy choice for parents and children,” signalling a shift towards prevention rather than treatment of diet-related diseases.
The new rules build on earlier initiatives such as the Soft Drinks Industry Levy and complement other policies, including restrictions on fast-food outlets near schools, limits on sugar and energy drinks for children, and the rollout of a Healthy Food Standard.
The ban applies to a wide range of products, including some breakfast cereals, sweetened breads and selected main meals.
Foods are classified using a nutrient scoring system that assesses levels of saturated fat, salt and sugar.
Plain oats, most porridge, muesli and granola are exempt, although versions containing added sugar or chocolate may still face restrictions.
Manufacturers will still be allowed to advertise healthier versions of their products, encouraging reformulation.
Brands may continue to promote their names, provided the adverts do not feature unhealthy products.
Breaches of the rules could result in enforcement action by the Advertising Standards Authority.
Health experts have welcomed the move. Professor Katherine Brown, a behavioural health specialist at the University of Hertfordshire, described the ban as “long overdue and a move in the right direction,” noting its potential to create healthier food environments for children.
Industry groups have also signalled compliance. The Food and Drink Federation said it has voluntarily adhered to the restrictions since October and remains committed to promoting healthier diets.
The UK joins countries such as France, Norway, Sweden and South Korea, which have already implemented similar advertising controls. Kenya is also moving in the same direction.
In June 2025, the Ministry of Health announced plans to tighten regulations on unhealthy food advertising, particularly targeting children, as part of efforts to curb diet-related non-communicable diseases.
Proposed measures include the development of a Nutrient Profile Model, front-of-pack nutrition labelling, and stricter controls on marketing unhealthy foods to children. However, a formal advertising ban is yet to be enforced.
The World Health Organisation (WHO) strongly supports government-led bans on junk food marketing to children, arguing that voluntary industry measures are insufficient.
WHO warns that early exposure to junk food shapes lifelong eating habits and increases the risk of obesity, diabetes, heart disease, stroke and certain cancers.
Globally, an estimated 188 million children and adolescents aged 5–19 are living with obesity — a sharp rise from around 3 per cent in 2000.
In Kenya, projections suggest that if current trends continue, more than one million children in this age group could be obese by 2030.
Health advocates say the UK’s move could provide a valuable blueprint for other countries grappling with the growing burden of diet-related diseases.