The United Kingdom has formally enforced a nationwide ban on advertisements for foods high in fat, sugar, and salt (HFSS) on daytime television and online platforms. The regulation came into effect on January 5, 2026, restricting HFSS food advertising on television before 9:00 pm and prohibiting paid online advertisements at all times. The policy applies across England, with enforcement mechanisms extending to digital platforms operating within the UK.
The policy was introduced by the UK Department of Health and Social Care (DHSC) as part of a broader public health strategy. It directly affects food manufacturers, advertisers, broadcasters, and digital media platforms. Indirectly, it targets children and adolescents, who are considered especially vulnerable to food marketing influences. Regulatory oversight is managed by the Advertising Standards Authority (ASA).1
The primary aim of the ban is to reduce childhood obesity and diet-related health conditions. Government data show that more than one in five children in England is overweight or obese by the time they start primary school, with prevalence increasing significantly by adolescence.2 Scientific studies have consistently demonstrated that exposure to HFSS food advertising increases calorie intake, influences food preferences, and promotes unhealthy eating behaviors among children.3
Government impact assessments estimate that restricting HFSS advertising could remove over 7 billion calories per year from children’s diets. This reduction is projected to prevent approximately 20,000 cases of childhood obesity over time and generate long-term savings for the National Health Service (NHS).¹ The measure builds on earlier interventions such as the Soft Drinks Industry Levy, which previously led to reformulation and reduced sugar content in beverages.4
The restrictions apply across television broadcasts aired before 9:00 pm and all paid online advertising, including social media and search platforms. Unlike earlier policies limited to children’s programming, this ban covers general-audience content to reduce indirect exposure. The regulation has been in force since January 2026, following multiple delays since its initial proposal in 2021.
While the policy marks a significant regulatory step, public health experts note that some advertising formats such as brand-only promotions without specific product images may fall outside the scope of the ban. Continuous monitoring and evaluation will determine the long-term effectiveness of the policy in changing dietary behaviors.1
The UK’s junk food advertising ban represents a population-level intervention designed to address preventable dietary risk factors. Its success will depend on enforcement, industry compliance, and complementary measures promoting access to healthier food choices.
References
UK Department of Health and Social Care. Tackling Obesity: Empowering Adults and Children to Live Healthier Lives. London: DHSC, 2024.
NHS Digital. National Child Measurement Programme, England 2023–24. London: NHS Digital, 2024. Accessed December 15, 2025. https://digital.nhs.uk/data-and-information/publications/statistical/national-child-measurement-programme/2023-24
Boyland, Emma J., Natasha E. Whalen, Rosemary Green, Jennifer L. Jones, and Marion M. Hetherington. “Exposure to Food Advertising and Children’s Eating Behaviors.” American Journal of Clinical Nutrition 103, no. 2 (2016): 519–533. Accessed December 15, 2025. https://academic.oup.com/ajcn/article/103/2/519/4569567
Scarborough, Peter, Michael Adhikari, Helen Harrington, Richard L. Elhusseini, Jean Adams, and Linda J. Cobiac. “Impact of the UK Soft Drinks Industry Levy.” BMJ 366 (2019): l4786.. Accessed December 15, 2025. https://www.bmj.com/content/366/bmj.l4786
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