The UK's Ban on Junk Food Adverts: A Step Towards Healthier Futures

From 5 January 2026, the United Kingdom has taken a bold step in public health by banning junk food adverts before 9pm on television and completely online. This decision marks a turning point in how society tackles childhood obesity and the influence of marketing on young minds. It's not just a policy change—it's a cultural statement about the kind of future we want for our children.

Why This Matters

For years, research has shown that adverts for crisps, chocolate, fizzy drinks, and other high-fat, high-sugar, and high-salt foods shape children's eating habits. These adverts are designed to be colourful, catchy, and persuasive, often targeting the most impressionable audiences. The result has been a steady rise in childhood obesity, with NHS figures showing that nearly one in ten children are overweight or obese by the time they start primary school. Faced with this crisis, the government has acted to reduce the pressure on families and give children a fairer chance at healthier lives.

What's Banned

The ban is wide-reaching. On television, junk food adverts will only be allowed after 9pm, when children are less likely to be watching. Online, the restrictions are even stricter: paid promotions for unhealthy foods are banned altogether, regardless of the time of day. This covers thirteen categories of products, from sugary drinks to sweets and crisps. Enforcement will be overseen by the Advertising Standards Authority, making sure companies comply with the new rules.

What Supporters Say

Supporters of the ban argue that it will make a real difference. By removing billions of calories from children's diets each year, the policy could help reduce obesity rates and encourage healthier habits. Parents will no longer have to fight against the constant stream of tempting adverts, making it easier to guide their children towards better choices. Public health campaigners see this as part of a wider movement to create the healthiest generation of children ever.

What Critics Say

Critics, however, raise concerns. Food companies may lose revenue, and some argue that advertising bans alone can't solve obesity. They point out that education, access to affordable healthy food, and lifestyle changes are also essential. Yet even with these criticisms, the ban sends a clear message: the health of children must come before the profits of junk food companies.

Leading the Way

This move also places the UK amongst the world leaders in tackling unhealthy food marketing. Other countries have introduced similar restrictions, but the UK's decision to combine a television watershed with a full online ban is particularly strong. It reflects a growing recognition that digital platforms are now the main battleground for advertising, and that protecting children requires action across all media.

The Bottom Line

In the end, the ban is about more than adverts. It's about reshaping the environment in which children grow up. By limiting exposure to unhealthy food marketing, the government hopes to shift culture towards healthier living and fairer choices. It's a step towards justice for families who have long been undermined by powerful advertising campaigns, and a reminder that public health must always come before private gain.

Children shouldn't be targeted by companies trying to make them unhealthy. This ban isn't about taking away choice—it's about giving children a fighting chance at a healthier life.