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UK Enforces Strict Ban on Junk Food Advertising on TV, Internet
Paid online advertising of junk food is prohibited at all times.
The United Kingdom has implemented a landmark ban on junk food advertising aimed at tackling childhood obesity.
From 5 January 2026, advertisements for foods high in fat, sugar and salt (HFSS) are no longer permitted on television before 9 pm. Not only this, all paid online advertising of such foods on social media, websites and streaming platforms is banned at any time of day.
The policy is made to reduce children’s exposure to unhealthy food marketing and stop the influence of advertising on their eating habits.
What is Junk Food in the UK?
Under UK regulations Junk Food refers to products classified as HFSS under government’s guidelines. These include: Sugary drinks, energy drinks, chocolate, sweets, confectionery, cakes, biscuits, pastries,desserts, ice cream, chips and other salty snacks. Fast food items such as burgers, pizzas and fried chicken. Breakfast cereals high in sugar.
Foods are categorised based on their levels of calories, sugar, saturated fat and salt, balanced against beneficial components such as fibre, protein, fruit and vegetables. Products that score poorly fall under the HFSS category and are subject to the advertising ban.
Why the UK acted now
Childhood obesity rates in the UK are rising at an alarming rate. Researches have shown that children are particularly vulnerable to advertising, which guides their food preferences, purchase requests and eating behaviours.
According to data, 9.2 percent of children aged four to five are obese. One in five children has dental decay by the age of five. Obesity-related illness is estimated to cost the government health expenditure by more than £11 billion per year.
Key features of the new rules:
Television advertising for HFSS products is banned before 9 pm.
Paid online advertising of junk food is prohibited at all times.
The Advertising Standards Authority (ASA) is responsible for enforcement. Companies that breach the rules could face penalties, fines and the removal of non-compliant adverts.
