UK bans junk food ads on TV and online

Starting Monday, junk food ads are banned on television before 9 p.m. and across all online platforms in the UK. The move targets foods high in fat, sugar

Starting Monday, junk food ads are banned on television before 9 p.m. and across all online platforms in the UK. The move targets foods high in fat, sugar, and salt (HFSS) to curb childhood obesity.

The ban covers soft drinks, chocolates, sweets, pizzas, ice creams, and certain sugary breakfast cereals. Some sandwiches, main meals, and sweetened bread products are also included. Plain oats, most porridge, muesli, and granola remain allowed, but versions with added sugar or chocolate may be restricted.

Food companies can still advertise healthier versions of banned products. Authorities hope this will encourage firms to develop more nutritious options.

The Food and Drink Federation (FDF) said many companies have voluntarily followed the new rules since October. They stated that the industry has been working for years to reduce salt, sugar, and calories in products. Over the last ten years, some products now have a third less sugar and salt, and a quarter fewer calories.

The ban uses a scoring system to decide which foods are considered HFSS. The tool measures saturated fat, salt, and sugar levels in products to determine eligibility.

Big brands can still advertise their logos and company names. Smaller companies may face challenges because their marketing often focuses on specific products. “Larger companies can promote their brand, but smaller businesses that rely on product-focused campaigns will struggle,” said Josh Tilley, a brand strategy expert.

Previously, HFSS food ads were only restricted where more than 25% of the audience was under 16. The new rules are broader and stricter. Non-compliant firms risk action by the Advertising Standards Authority (ASA).

Health data shows nearly 10% of reception-aged children in the UK are obese. One in five children has tooth decay by age five. Obesity is estimated to cost the NHS over £11 billion annually.

Evidence shows that exposure to unhealthy food ads influences children’s eating habits from an early age. The government estimates the ban could prevent around 20,000 cases of childhood obesity.

Professor Katherine Brown, an expert in behavior change and health, said the ban was long overdue. She added that children are highly vulnerable to aggressive marketing. Reducing exposure to unhealthy foods lowers the risk of obesity and chronic diseases later in life. She also called for nutritious options to be made more affordable and appealing to families.