A ban restricting the advertising of so-called “junk” food has come into force across the UK, with Government claiming the decision could reduce the number of children living with obesity by 20,000.
From Monday 5th January 2026, adverts for foods that are high in fat, salt and sugar (HFSS) will be banned on television before 9pm, and online at all times.
Government went on to say that the ban could potentially remove “up to 7.2 billion calories from UK children’s diets each year”, as the ban reportedly targets media that children and young people use most.
Foods that now cannot be advertised include pizza, ice cream and chocolate, as well as some cereals, porridges, meals and sandwiches. However, reformulated or “healthier” versions of products may still be advertised as long as they meet the requirements of a nutrient scoring tool, used by Government to determine what products are classed as HFSS.
Minister for Health, Ashley Dalton, stated: “By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods - making the healthy choice the easy choice for parents and children.
“We’re moving the dial from having the NHS treat sickness, to preventing it so people can lead healthier lives and so it can be there for us when we need it.”
HFSS food adverts had been banned on platforms where over 25% of the audience was under 16, but the new legislation will now see all online adverts banned.
A spokesperson for the Food and Drink Federation (FDF) stated: “Food and drink manufacturers are committed to working in partnership with Government and others to help people make healthier choices, including by voluntarily abiding by new advertising restrictions since October 2025 and adhering to existing rules restricting the advertising of less healthy food on children’s media.
“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. However, further progress relies on businesses having clear guidance and regulatory certainty to ensure manufacturers have the confidence to continue making these investments. We hope to work with Government to ensure food manufacturers have the necessary certainty to shape a healthier future.”
AIMS highlights benefits of meat as part of a balanced meal
Tony Goodger, head of communications at the Association of Independent Meat Suppliers (AIMS), commented: “I have always had an issue with the term ‘junk food’ as it appears to have no real legal definition. No doubt businesses that wish to advertise their products to children will be looking at ways to circumvent these new regulations.
“The meat industry is well placed to help tackle obesity in children with protein-rich cuts, many of which are low in fat and, when combined with carbohydrates and vegetables, create a well-balanced and healthy meal.
“However, it does seem to be a bit of a cop-out from the Government to ban advertising what they perceive to be ‘junk food’, when surely it would be better to ensure that those with parental or carer responsibilities for feeding children have the necessary skills and kitchen confidence to produce healthy meals from scratch.”
