The UK government is set to introduce a ban on daytime television advertisements for “less healthy” foods, including sugary snacks like granola bars, muffins, and popular fast foods.
The restrictions, aimed at addressing the country’s growing childhood obesity crisis, will take effect from October 2025.
Under the new policy, foods high in sugar, fat, and salt—such as fast food, soft drinks, ready meals, pastries, and sweetened yoghurts—will face strict advertising restrictions during daytime television hours.
The move is part of a broader initiative to curb the influence of unhealthy food advertising on children and encourage healthier dietary habits.
The decision comes in response to alarming statistics from the National Health Service (NHS), which report that nearly 10% of children entering reception are classified as obese.
Additionally, 23.7% of five-year-olds suffer from tooth decay, largely attributed to excessive sugar consumption.
Health Secretary Wes Streeting described the measure as pivotal to reshaping healthcare’s focus from treatment to prevention.
He emphasised the government’s commitment to ensuring every child has the opportunity for a healthy start in life.
The banned items include sugary breakfast options such as croissants, pancakes, waffles, and cereals like granola, muesli, and instant porridge.
Also on the list are sweetened yoghurts, fizzy drinks, energy drinks, and snacks like Bombay mix, lentil crisps, and seaweed-based treats. Traditional fast-food staples such as hamburgers and chicken nuggets will also face advertising restrictions.
Healthier alternatives, including unsweetened yoghurt and natural porridge oats, are exempt from the ban.
The government estimates that the ban could prevent around 20,000 cases of childhood obesity annually. Officials believe the legislation will remove 7.2 billion calories from children’s diets each year, significantly contributing to reducing the UK’s obesity rates.
Health Secretary Streeting reinforced the urgency of the initiative, stating, “Obesity robs our kids of the best possible start in life and costs the NHS billions. This government is acting decisively to end the targeting of junk food ads at kids, both on TV and online.”
The policy builds on proposals first introduced in 2021 by former Prime Minister Boris Johnson, which aimed to ban pre-9 PM advertisements for high-fat, sugar, and salt foods. However, the implementation was delayed to October 2025 to allow the food and drink industry time to adapt amid the cost-of-living crisis.
This legislation represents a significant step in the UK’s fight against obesity and is expected to foster healthier eating habits for future generations.
Keywords
UK junk food ad ban
Daytime TV ad restrictions
Childhood obesity measures
Less healthy food advertising ban
UK childhood health initiative
