Source: Department of Health and Social Care published on this website Monday 5 January 2026 by Jill Powell
Kids will be protected from exposure to junk food advertising on TV and online as new regulations come into force to help tackle childhood obesity.
From today, adverts for less healthy food and drinks will be banned on television before 9pm, and online at all times.
This decisive and world-leading action by this government is expected to remove up to 7.2 billion calories from children’s diets each year, reduce the number of children living with obesity by 20,000 and deliver around £2 billion in health benefits over time.
Evidence shows advertising influences what and when children eat, shaping preferences from a young age and increasing the risk of obesity and related illnesses. The ban targets the media children and young people use most at the times they use it.
At the start of primary school, 22.1% of children in England are living with overweight or obesity and this rises to 35.8% by the time they leave. Tooth decay is the leading cause of hospital admissions for young children (typically ages 5-9) in the UK.
Minister for Health, Ashley Dalton said:
We promised to do everything we can to give every child the best and healthiest start in life.
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.
This government has worked closely with health campaigners and industry leaders to find the right balance which combines our commitment to raising healthy kids and economic growth. It’s in everyone’s interest that parents and children can make healthy choices and we thank food and drink companies for getting behind these restrictions voluntary since October ahead of them taking legal effect today.
Previous interventions, such as the Soft Drinks Industry Levy resulted in businesses reformulating to make products healthier, and the measures coming into effect today have already had a similar impact, driving the development and promotion of healthier options.
This change is part of a range of measures the government is taking to lift children out of poverty and help give them the best start in life.
To tackle obesity and improve diets, this government has introduced the Healthy Food Standard to make the average shopping basket of goods healthier, and we’re giving local authorities the power to stop fast food shops setting up outside schools.
Colette Marshall, Chief Executive at Diabetes UK, said:
“With type 2 diabetes on the rise in young people, the need to improve children’s health in the UK has never been greater. 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.
“The long-awaited move to restrict junk food advertising – along with other measures such as mandatory healthy food sales reporting for businesses and the extension of the Soft Drinks Industry Levy – can help protect the health of our children, creating a future where conditions like type 2 diabetes can be prevented in young people.”
The Soft Drink Industry Levy will be extended to cover more products, including sugary milk-based drinks – and we’re helping to further improve kids’ diets by banning the sale of high-caffeine energy drinks to children under 16.
In December, the Prime Minister announced parents could save up to £500 a year on baby formula thanks to new government measures aimed at reducing household costs and easing the cost of living for hard-working families.
This government has also introduced supervised toothbrushing for three to five-year-olds to protect those in the most deprived communities from tooth decay.
Our landmark Tobacco and Vapes Bill, meanwhile, will break the cycle of addiction and stop the next generation getting hooked on nicotine. It will also halt the advertising and sponsorship of vapes, limiting their packaging, flavours and displays which lure young people in.
These measures combined with the junk food ban mark the 10 Year Health Plan’s shift towards prevention and significant progress towards the government’s our pledge of raising the healthiest generation of children ever.
and reduce people’s risk of cancer in the future.
