(UK) Law banning junk food TV ads until 9 pm goes into effect in Oct
- The end of childhood
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June 1, 2025, Cornwall Live: Change for all TV viewers within four months in new law across UK
Children will be far less exposed to TV adverts for junk food products as part of a new law in a bid to reduce obesity and associated health risks. The UK government says that such adverts "on television will only be allowed past the 9pm watershed from October 2025 as part of plans to curb childhood obesity."
The advertising restrictions - which will start four months from today - will also introduce a ban on paid online junk food adverts. This aims to reduce children’s over-exposure to foods high in fat, sugar, or salt, and to help tackle the growing prevalence of obesity-related conditions such as diabetes and heart disease.
As a result of these changes, around 7.2 billion calories per year are expected to be removed from UK children’s diets, the government predicts. Not only this, but they expect that it will prevent an estimated 20,000 cases of childhood obesity.
The changes for advertising will apply to Scotland, England, Wales and Northern Ireland. GOV.UK says that promotion restrictions will impact England only.
The advertising restrictions will only apply to food or drink that are determined to be ‘less healthy’. There is a 2-stage process for defining a ‘less healthy’ food or drink product.
Speaking about the legislation, which enacts the provisions set out in the Health and Care Act 2022, Secretary of State for Health and Social Care Wes Streeting, said: "Obesity robs our kids of the best possible start in life, sets them up for a lifetime of health problems, and costs the NHS billions.
"This government is taking action now to end the targeting of junk food ads at kids, across both TV and online. This is the first step to deliver a major shift in the focus of healthcare from sickness to prevention, and towards meeting our government’s ambition to give every child a healthy, happy start to life."
NHS National Medical Director Professor, Sir Stephen Powis, added: "NHS figures show that one in 8 toddlers and primary school children are obese, and this is clearly a problem not only because we know that it could lead to young people having health issues later in life, but it’s also storing up problems for a future NHS which already spends billions dealing with the issue.
"We’ve always said the NHS can play its part in supporting people who are obese to reach a healthier weight, but we need to work with the rest of society to prevent people becoming overweight in the first place."
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