New Delhi: The United Kingdom has introduced a nationwide ban on junk food advertising on daytime television and across the internet as part of a major push to tackle childhood obesity. From January 5, 2026, advertisements for foods high in fat, sugar and salt are no longer permitted on television before 9 pm or as paid promotions online at any time of the day, reports Business Standard.
The move is aimed at reducing children’s exposure to marketing of unhealthy food and encouraging better eating habits from an early age.
Health authorities in the UK have repeatedly raised concerns about rising levels of childhood obesity, noting that many children are already overweight or obese when they begin primary school. Studies have shown that advertising plays a strong role in shaping children’s food preferences and consumption patterns.
Under the new rules, television advertisements for foods high in fat, sugar and salt are banned before the 9 pm watershed, while all paid online advertising of such products has been prohibited regardless of the time. The Advertising Standards Authority will be responsible for ensuring that the regulations are followed.
Government officials estimate that the ban could remove up to 7.2 billion calories from children’s diets annually and help prevent around 20,000 cases of childhood obesity. The measures are expected to ease long-term pressure on the healthcare system and support improved health outcomes across the population.
