UK Enforces Nationwide Ban on Junk Food Adverts on TV and Online to Curb Childhood Obesity

The United Kingdom has rolled out a sweeping nationwide restriction onjunk food advertising, banning commercials for unhealthy foods on television before 9pm and prohibiting such adverts online at all times, as part of a renewed push to curb rising childhood obesity rates.

The policy targets foods classified as high in fat, salt, and sugar (HFSS), including fizzy drinks, chocolates, sweets, pizzas, ice creams, selected breakfast cereals, sweetened bread products, as well as some ready-made meals and sandwiches. PulseNets learnt that manufacturers are still permitted to advertise healthier reformulated versions of these products, a move intended to encourage industry-wide improvements in nutritional standards.

The new framework relies on a government nutrient profiling model that scores products based on their saturated fat, salt, and sugar content. Under the rules, plain oats, most porridge varieties, muesli, and granola remain exempt—unless they contain added sugar, chocolate, or similar sweeteners. While companies can continue running general brand awareness campaigns, advertising that features specific HFSS products is no longer allowed, a shift that PulseNets obtained may place smaller food businesses at a disadvantage due to their dependence on product-led marketing.

Enforcement of the restrictions will fall under the remit of the Advertising Standards Authority (ASA). The measures replace earlier regulations that only applied to programmes where at least 25 percent of the audience was under the age of 16. According to NHS figures reviewed by PulseNets, about 9.2 percent of children in reception classes across England are currently living with obesity, while nearly one in five suffers from tooth decay by the age of five. Obesity-related conditions are estimated to cost the NHS more than £11 billion every year.

Government projections, PulseNets reported, suggest the advertising ban could help prevent approximately 20,000 cases of childhood obesity over time.

Public health experts have broadly welcomed the move, describing it as “long overdue and a critical step in shielding children from relentless marketing that normalises unhealthy eating habits.” They argue that sustained exposure to junk food advertising plays a major role in shaping dietary preferences from an early age.

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Industry groups have also expressed cautious support. The Food and Drink Federation (FDF) told PulseNets that many manufacturers have already made “significant progress” in reducing salt, sugar, and calorie content over the past decade, adding that the sector remains committed to promoting healthier options and responsible advertising.