Government introduces ‘landmark’ junk food advert ban to protect children’s health
From today (5th January) adverts for less healthy food and drinks will be banned on television before 9pm and online at all times. Evidence shows advertising influences what and when children eat, shaping preferences from a young age and increasing the risk of obesity and related illnesses.
The Government says this decision is expected to remove up to 7.2 billion calories from children’s diets each year, reduce the number of children living with obesity by 20,000 and deliver around £2 billion in health benefits over time.
Minister for Health Ashley Dalton commented: “We promised to do everything we can to give every child the best and healthiest start in life.
“By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods - making the healthy choice the easy choice for parents and children.
“We’re moving the dial from having the NHS treat sickness, to preventing it so people can lead healthier lives and so it can be there for us when we need it.”
At the start of primary school, 22.1% of children in England are living with overweight or obesity and this rises to 35.8% by the time they leave. Tooth decay is the leading cause of hospital admissions for young children (typically ages 5-9) in the UK.
Anna Taylor, executive director of The Food Foundation, said: "Today marks a big, world leading, milestone, on the journey to protect children from being exposed to the onslaught of junk food advertising which is currently so harmful to their health. But let’s not forget it took more than seven years from when it was first announced to coming into force.
“In the meantime, companies are switching tactics and switching channels to reach children in different ways. Our data shows that spending on outdoor advertising increased by 28% between 2021 and 2024 and the legislation permits companies to switch from product advertising to brand advertising which is likely to significantly weaken its impact.
“We can’t stop here, we must remain focused on the goal – banning all forms of junk food advertising to children, and we must create a policy process which can be more responsive to industry tactics and less vulnerable to industry lobbying."