The United Kingdom has begun a landmark ban on junk food advertising on television and online platforms in a bid to curb rising childhood obesity.
Under the new rules, adverts for foods and drinks high in fat, salt, or sugar (HFSS) will no longer air on television before 9 p.m. and will be banned online at all times.
The measure targets both broadcast and digital advertising that children are likely to see.
The government says the initiative is part of a world-leading public health strategy to tackle childhood obesity.
Officials estimate the restrictions could remove billions of calories from children’s diets each year and prevent thousands of cases of childhood obesity, while delivering significant long-term health benefits.
Products affected include sugary soft drinks, sweets, pizzas, and ice creams.
The Advertising Standards Authority (ASA) will oversee enforcement, with broadcasters and social media platforms adjusting campaigns to comply.
Health officials and campaigners have welcomed the historic changes, arguing that reducing children’s exposure to pervasive marketing of unhealthy products will support healthier eating habits from an early age.
Critics, however, have raised concerns about potential loopholes, such as brand-only ads and other less-regulated advertising channels.
The ban, which began as voluntary compliance in late 2025, is now legally enforceable across the UK.
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