Mon, 05 Jan 2026

Mon, 05 Jan 2026 Junk food advert ban comes into force

The government hopes a ban on junk food adverts will prompt manufacturers to develop healthier recipes.

* Junk food adverts have been banned on TV and online starting today to tackle childhood obesity.
* The ban applies to high-fat, salt, and sugar (HFSS) products such as soft drinks, chocolates, sweets, pizzas, and ice creams.
* The ban covers foods considered high-risk for childhood obesity, including some breakfast cereals, porridges, sweetened bread products, and main meals/sandwiches.
* Firms can still promote healthier versions of banned products, which the government hopes will lead to food makers developing healthier recipes.
* Plain oats, muesli, granola, and similar foods without added sugar are not included in the ban.
* The Advertising Standards Authority (ASA) will enforce the ban and take action against firms that do not comply.
* The government estimates the ad ban will prevent around 20,000 cases of childhood obesity each year.
* NHS data shows almost one in ten reception-aged children live with obesity, while one in five have tooth decay by age five.
* Obesity costs the NHS over £11bn per year and is linked to exposure to unhealthy food ads from a young age.
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