The UK government has announced that TV advertisements for junk food will be banned from airing before the 9pm watershed starting in October 2025.
Additionally, all online ads for products high in fat, salt, and sugar will be banned entirely, Public Health Minister Andrew Gwynne confirmed to the Commons.
Health advocates have applauded the move, seeing it as a long-overdue measure to protect children from exposure to unhealthy food and drink promotions.
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Research consistently shows that increased exposure to junk food ads directly impacts children’s eating habits, leading to higher consumption of unhealthy products.
James Toop, CEO of Bite Back, part of Jamie Oliver’s organisation, praised the decision: “This is fantastic news. These restrictions will help protect children from harmful advertising that encourages poor eating habits.
“We know the more junk food ads young people see, the more likely they are to consume unhealthy food. This is a step in the right direction to change that.”
Arjun Panesar, CEO of DDM Health commended the decision: “This decisive action will reduce the impact of unhealthy food advertising on children’s eating habits and promote healthier lifestyles across the UK.”
While the initial plans to introduce the TV ad restrictions were made by the Conservative government for January 2023, they were delayed by then-Prime Minister Rishi Sunak, drawing criticism for favouring corporate interests over children’s health.
Boris Johnson had previously delayed similar measures, citing the cost-of-living crisis, a decision also met with backlash.
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Gwynne emphasised Labour’s commitment to addressing the growing problem of childhood obesity, stating: “More than one in five children in England are overweight or living with obesity by the time they start primary school, rising to over one-third by the time they leave.
“We are determined to tackle this issue head-on by enforcing these restrictions on junk food advertising both online and on TV.”
