Government confirms details of junk food advert bans as part of plans to curb childhood obesity
The UK Government has confirmed the final details of advertising restrictions aimed at preventing children from being exposed to TV adverts for junk food products.
The new law set out on the 3rd of December 2024 means that from October 2025, junk food adverts on television will only be allowed past the 9pm watershed.
NHS data shows that childhood obesity is rising, with almost one in 10 (9.2%) reception-aged children now living with obesity. The new regulation comes as part of government plans to curb this trend, targeting 13 food categories high in sugar, salt, and calories, such as sugary drinks, crisps, confectionery, sweetened cereals, and ice cream. Certain healthier items will be exempt if they meet government health standards and other products are exempt from the advertising restrictions because they are already subject to separate regulatory regimes, including:
infant formula, follow-on formula, processed cereal-based food and baby food;
total diet replacement products (i.e. food specially formulated for use in energy-restricted diets for weight reduction);
meal replacement products which use an approved ‘health claim’;
food for special medical purposes.
The Secretary of State for Health and Social Care 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.”
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