In a landmark move, the UK government has announced a ban on junk food advertising aimed at children, marking a strong public health intervention.

From 5 January 2026, advertisements for junk food and drinks have been banned on television before 9 pm and online at all times. Ads for foods high in fat, sugar, and salt will be restricted on television and online platforms to tackle childhood obesity and improve health outcomes. This could help families make healthier choices, according to the country’s health ministry.

“We promised to do everything we can to give every child the best and healthiest start in life,” the UK Health Ministry said in a statement. Restricting junk food advertising during primetime on television and banning paid online ads will reduce excessive exposure to unhealthy foods and help make healthier choices easier for parents and children, stated the ministry.

“We’re moving the dial from having the NHS (National Health Service) treat sickness, to preventing it so people can lead healthier lives and so it can be there for us when we need it,” the statement further said.

First announced in December 2024, the implementation of the measure follows other recent steps, including an extended sugar tax on pre-packaged items like milkshakes, ready-to-go coffees and sweetened yoghurt drinks.

Evidence shows advertising influences what and when children eat, shaping preferences from a young age and increasing the risk of obesity and related illnesses, noted the government. 22% of children starting primary schooling in England, typically aged around five, are overweight or obese, rising to more than a third by the time they progress to secondary schools aged 11. Tooth decay is the leading cause of U.K. hospital admissions for young children, typically aged five to nine, according to officials.

Officials project that the ban will cut up to 7.2 billion calories from children’s diets annually, avert around 20,000 childhood-obesity cases, relieve long-term strain on the health system, and generate widespread health gains for the whole population.