No Junk Food Commercials Before 9pm Under New UK Rules

The UK has introduced new regulations banning junk food commercials from airing before 9pm, aiming to reduce children’s exposure to unhealthy food marketing. The policy targets television and other broadcast platforms during peak family viewing hours, addressing concerns over rising childhood obesity rates. By limiting early-evening advertising of high-fat, salt, and sugar products, the government hopes to encourage healthier eating habits and create a more supportive media environment for children and families across the country.

Health officials estimate the move could strip as many as 7.2 billion excess calories from children’s diets every year, marking a major public health win. From Monday, Britain will enforce new rules banning daytime television and online advertising for foods commonly labelled as junk food, a step the government describes as a global benchmark in the fight against childhood obesity.

The restrictions focus on products high in fat, salt, or sugar, with the health ministry predicting a significant drop in calorie intake among children as a direct result. Covering all ads shown before the 9pm watershed as well as paid promotions online at any time, the policy is expected to reduce childhood obesity cases by around 20,000 and generate close to £2 billion in long-term health benefits.

The rollout follows the policy’s initial announcement in December 2024 and builds on earlier measures, including the expansion of the sugar levy to packaged items such as milkshakes, ready-made coffees, and sweetened yoghurt drinks. Local councils have also been granted authority to block fast-food outlets from opening near school premises, further tightening controls around children’s food environments.

Ministers argue that extensive research shows advertising strongly shapes children’s eating habits, influencing both their food choices and meal timings from an early age. Government data reveals that more than one in five children in England are already overweight or obese when they begin primary school, a figure that climbs to over a third by the time they reach secondary education.

Officials also point out that tooth decay remains the most common reason young children aged five to nine are admitted to hospital across the UK. Health minister Ashley Dalton said limiting junk food advertising before 9pm and eliminating paid online promotions would significantly reduce children’s exposure to unhealthy products.

He stressed that the policy aligns with a broader effort to shift the NHS towards prevention as well as treatment, helping people live healthier lives. Katharine Jenner, head of the Obesity Health Alliance, described the ban as a long-overdue and positive move to shield children from harmful food and drink marketing. Diabetes UK also welcomed the decision, with chief executive Colette Marshall highlighting the growing incidence of type 2 diabetes among young people.

She warned that obesity is a key driver of the condition and can expose children and teenagers to serious long-term complications, including heart disease and kidney failure.

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Source: NDTV‍