Junk food adverts are banned on television and online in the United Kingdom starting on Monday as part of a drive to tackle childhood obesity.
The UK-wide restriction prevents the promotion of food and drinks high in fat, salt, and sugar on TV before 9 p.m. and at any time online.
The ban targets items considered major contributors to childhood obesity, such as soft drinks, chocolates, sweets, pizzas, and ice creams.
The Food and Drink Federation stated it is committed to encouraging healthier eating and has voluntarily followed the new rules since October.
In addition to the most obvious treats, the regulations extend to certain breakfast cereals and porridges, sweetened bread products, and some main meals and sandwiches.
The decision on which products are restricted relies on a scoring system that weighs nutrient content against levels of saturated fat, salt, and sugar.
While plain oats, most porridges, muesli, and granola remain unaffected, some varieties with added sugar, chocolate, or syrup could fall under the ban.
Food companies are still allowed to promote healthier versions of the restricted items, with the government hoping this will drive reformulation of popular products.
Josh Tilley, brand strategy director at marketing agency Initials CX, explained that firms can continue advertising their brand generally, though not specific products.
Adverts showing “things like the PepsiCo logo or the McDonald’s arches” will remain permitted, meaning larger corporations may face fewer challenges under the new rules.
However, smaller businesses “can’t necessarily afford those bigger brand campaigns,” Tilley said. Their adverts often aim to “educate people” about particular products, “and they’re no longer going to be able to do that.”
The ban only applies to adverts where unhealthy products are visible, so fast-food chains can still promote their brand names.
Previously, HFSS food and drink ads were only prohibited on platforms where over a quarter of viewers were under 16.
Companies that ignore the rules risk enforcement action from the Advertising Standards Authority.
NHS statistics reveal that nearly one in ten (9.2%) reception-age children are obese, while one in five children suffer from tooth decay by age five.
Obesity costs the NHS over £11 billion annually, and research shows that exposure to unhealthy food adverts can shape children’s eating habits, increasing their risk of overweight and obesity.
The government estimates that the ad restrictions could prevent around 20,000 cases of childhood obesity.
Katherine Brown, professor of behaviour change in health at the University of Hertfordshire, said the move was “long overdue and a move in the right direction.”
She added: “Children are highly susceptible to aggressive marketing of unhealthy foods and exposure to them puts them at greater risk of developing obesity and associated chronic diseases.”
Ms Brown urged the government to make nutritious options “more affordable, accessible and appealing.”
The FDF emphasized that manufacturers are “committed to working in partnership with the government and others to help people make healthier choices.”
It further noted: “Investing in developing healthier products has been a key priority for food and drink manufacturers for many years and as a result, our members’ products now have a third of the salt and sugar and a quarter of the calories than they did ten years ago.”
