Starting 1 October 2025, the UK is transforming how junk food advertising appears on our screens, a move aimed at safeguarding children’s health and combating childhood obesity.
From that date, junk food adverts will be prohibited on television before 9 p.m. The government is drawing a clear line: no more sugary, salty, or fatty food promotions aimed at children during family viewing hours. However, it doesn’t stop there—paid online junk food adverts targeting young people will also be banned. This new crackdown intends to reduce children’s exposure to unhealthy foods and tackle the increasing prevalence of obesity-related illnesses such as diabetes and heart disease.
The government predicts that these regulations could eliminate around 7.2 billion calories from children’s diets each year, potentially preventing up to 20,000 cases of childhood obesity. That’s quite significant.
These restrictions will apply across all four nations of the UK—Scotland, England, Wales, and Northern Ireland—although some promotional rules will only pertain to England. The focus is sharp: only foods and drinks classified as ‘less healthy’ will be subject to these advertising bans, and a meticulous two-step process will determine what qualifies.
Health Secretary Wes Streeting stated clearly: obesity robs children of a healthy start, sets them up for lifelong struggles, and incurs enormous costs for the NHS. “This government is acting now to stop junk food adverts targeting children on television and online,” he said. He emphasised that this is the first step in shifting healthcare towards prevention, aiming to give every child the best chance for a healthy, happy life.
He also pointed out a concerning fact: by age five, one in five children suffer from tooth decay linked to excessive sugar intake. Cutting these adverts is about laying the groundwork for better health for future generations.
NHS National Medical Director Sir Stephen Powis supported the initiative, citing statistics showing that one in eight young children are obese. He warned that this later threatens individual health and places additional strain on an already overburdened NHS. While the NHS supports helping individuals manage their weight, Sir Stephen emphasised that society must come together to prevent obesity before it becomes a problem.
In summary, starting in October next year, the UK is saying goodbye to junk food adverts during children’s television hours and online. The country is taking decisive steps to protect children’s health and tackle obesity head-on.
