LONDON, December 26, 2024 — New regulations banning junk food advertisements on television during daytime hours and online have taken effect across the United Kingdom, a move the government hails as a “world-leading action” to combat rising childhood obesity rates.
A Calorie Cut for Kids: New Ad Ban Takes Effect
The new rules aim to significantly reduce children’s exposure to marketing for foods high in fat, salt, and sugar.
- The ban impacts advertisements shown before 9 p.m. on TV and all online ads.
- Officials estimate the regulations will remove up to 7.2 billion calories from children’s diets annually.
- The government anticipates a reduction of 20,000 cases of childhood obesity and approximately £2 billion (€2.2bn) in health benefits.
The regulations, first announced in December 2024, are expected to have a substantial impact on children’s dietary habits. The government argues that advertising significantly influences what and when children eat, shaping their preferences from a young age and increasing their risk of obesity and related health problems. What impact will this have on childhood obesity rates? Officials predict the ban will reduce the number of children living with obesity by 20,000.
Currently, 22% of children in England starting primary school—typically around age five—are classified as overweight or obese. This figure rises to over a third by the time they enter secondary school at age 11, according to government data. Tooth decay is also a significant concern, being the leading cause of hospital admissions for young children aged five to nine in the UK.
“By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods,” stated health minister Ashley Dalton. He emphasized that this initiative is part of a broader strategy to shift the focus of the state-funded National Health Service (NHS) towards preventative care, “so people can lead healthier lives.”
Katharine Jenner, Executive Director of the Obesity Health Alliance, described the ban as “a welcome and long-awaited step towards better protecting children from unhealthy food and drink advertising that can harm their health and wellbeing.”
Diabetes UK also voiced its support for the advertising ban. Colette Marshall, the charity’s chief executive, highlighted the increasing prevalence of type 2 diabetes among young people. “Obesity is a major risk factor for type 2 diabetes, and the condition can lead to more severe consequences in young people—leaving them at risk of serious complications like kidney failure and heart disease,” she added.
Local authorities have also been empowered to prevent fast food establishments from opening near schools, further reinforcing the government’s commitment to creating a healthier environment for children.
