UK Implements Ban on Junk Food Adverts Before 9pm and Online

The UK has introduced new advertising regulations targeting less healthy food and drink products, with restrictions coming into effect from 5 January 2026. The measures are designed to address childhood obesity and reduce exposure to advertising for high fat, salt, or sugar products.

Under the new rules, adverts for products classified as high in fat, salt, or sugar are not permitted on television before 9pm and are banned online at all times. The categories affected include soft drinks, chocolates, sweets, pizzas, ice creams, breakfast cereals, porridges, sandwiches, sweetened bread items, and yoghurts.

According to the Department of Health and Social Care, these advertising restrictions are part of a broader government initiative to improve public health outcomes. The policy follows a period of voluntary advertising limitations that had been in place since October 2025.

The government has stated that the Advertising Standards Authority (ASA) will be responsible for ensuring compliance with the new advertising rules. The ASA is tasked with monitoring and enforcing the restrictions across both television and online platforms.

What the numbers show

• The ban is projected to prevent around 20,000 cases of childhood obesity
• Up to 7.2 billion calories may be removed from children's diets each year
• The policy is estimated to deliver £2 billion in health benefits over time

The restrictions apply to a defined list of 13 product categories identified as contributing to high calorie intake among children. These categories were selected based on their nutritional content and prevalence in advertising targeted at younger audiences.

Before the introduction of the mandatory restrictions, companies had been encouraged to adopt voluntary measures to limit advertising of less healthy food and drink products. These voluntary steps began in October 2025 and served as a transition toward the current mandatory framework.

The Department of Health and Social Care has published estimates indicating that the new rules could have a measurable impact on childhood obesity rates and overall calorie consumption among children. The department also projects long-term financial benefits for the health sector as a result of reduced obesity-related health issues.

Enforcement of the advertising ban will be overseen by the ASA, which is responsible for regulating advertising standards in the UK. The authority will monitor compliance and address any breaches of the new regulations as part of its ongoing remit.

* This article is based on publicly available information at the time of writing.