Junk food advert ban set to come into force in the UK

A UK-wide ban on adverts for foods high in fat, salt and sugar is set to begin on Monday, stopping such adverts on television before 21:00 and at any time online; the government estimates the move could prevent around 20,000 cases of childhood obesity.

A UK-wide ban on adverts for foods high in fat, salt and sugar (HFSS) is set to come into force on Monday as part of efforts to address childhood obesity. The rules will prevent HFSS products from being shown in television adverts before 21:00 and will bar their promotion at any time online. The ban targets products described as major contributors to childhood obesity, including soft drinks, sweets, pizzas and some processed breakfast items, while allowing promotion of healthier versions and brand-only advertising. Key points: - The ban is scheduled to begin on Monday and applies across the UK. - It restricts HFSS product adverts on TV before 21:00 and at any time online. - The Advertising Standards Authority may take action against firms that do not comply. - The government estimates the change could prevent about 20,000 cases of childhood obesity. Summary: Officials presented the measure as a step to reduce children's exposure to marketing for unhealthy foods and to lower obesity risk; NHS figures cited in the report note about 9.2% of reception-aged children are living with obesity and one in five have tooth decay by age five. Enforcement and compliance will be overseen under existing advertising rules, with breaches potentially referred to the Advertising Standards Authority; further regulatory steps were not specified.