UK ban on adverts for 'unhealthy' food comes into effect to tackle childhood obesity

The UK has introduced rules banning adverts for certain foods high in fat, salt and sugar on television before 9pm and banning them online at all times, with the Advertising Standards Authority responsible for enforcement; the government estimates the change could prevent around 20,000 cases of childhood obesity.

The new rules restricting adverts for certain high‑fat, salt and sugar (HFSS) foods have come into force in the UK. They bar identified less‑healthy products from television advertising before the 9pm watershed and from online advertising at any time. The measures follow a voluntary industry standard that was already being observed since October and will now be enforced by the Advertising Standards Authority. The government has presented an estimate of a reduction in childhood obesity cases linked to the rule. Key facts: - The restrictions apply only to products that fall into 13 categories considered most linked to childhood obesity and that are also assessed as "less healthy" using a nutrient scoring tool. - Television advertising of affected products is not permitted before the 9pm watershed, and the same products are banned from online ads at any time. - The Advertising Standards Authority will monitor compliance and may take action against advertisers who do not follow the rules. - The government estimates the advertising ban could prevent about 20,000 cases of childhood obesity, as reported in coverage of the change. - Companies can still advertise reformulated or healthier versions of products and may run brand ads where a disallowed product is not identifiable, which the reporting notes may affect impact. Summary: The restrictions are now active and are being positioned by officials as a step to lower children's exposure to marketing of less‑healthy foods, with enforcement assigned to the Advertising Standards Authority. Undetermined at this time.