A UK-wide ban on junk food advertising across television and online platforms comes into force on Monday, forming part of the government’s strategy to address rising rates of childhood obesity.
Under the new rules, adverts for food and drink products high in fat, salt and sugar (HFSS) will no longer be permitted on television before 9pm, and will be restricted online at all times.
Officials say the measures are targeted at products identified as major contributors to unhealthy diets among children, including soft drinks, chocolates, sweets, pizzas, and ice creams.
The Food and Drink Federation (FDF) said it is committed to supporting national health goals, noting that many of its members have already been following the new advertising standards voluntarily since October.
As well as widely recognised unhealthy snacks, the restrictions also extend to certain breakfast cereals and porridges, sweetened bread and bakery products, and some ready meals and sandwiches.
Decisions on which items fall under the ban are made using a formal scoring tool that weighs nutrient content against levels of saturated fat, salt and sugar.
Staple products such as plain oats, along with most standard porridge, muesli and granola, are not affected. However, versions containing added sugar, chocolate or syrup may be classified under the HFSS category.
Manufacturers are still permitted to promote healthier reformulated versions of affected products, with ministers expressing hope that the policy will incentivise reformulation and the creation of improved recipes.
The advertising ban applies only where specific products are shown on screen, meaning fast-food chains will still be able to advertise their brand name without featuring restricted menu items.
Prior to the new policy, HFSS adverts were already prohibited on platforms where more than 25% of the audience consisted of under-16s.
Companies that fail to comply with the latest regulations may face action from the Advertising Standards Authority (ASA).
Recent NHS figures indicate that almost one in 10 (9.2%) children in reception now live with obesity, while one in five experience tooth decay by the age of five. Obesity is estimated to cost the health service more than £11bn a year.
Research cited by policymakers suggests that exposure to unhealthy food advertising can influence children’s eating behaviour from an early age, increasing the likelihood of becoming overweight or obese.
The government estimates the new advertising curbs could help prevent around 20,000 cases of childhood obesity.
Katherine Brown, professor of behaviour change in health at the University of Hertfordshire, said the ban was “long overdue and a move in the right direction”.
She said: “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 also urged the government to ensure that nutritious choices are “more affordable, accessible and appealing”.
The Food and Drink Federation said manufacturers are “committed to working in partnership with the government and others to help people make healthier choices”.
It added: “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.”
