A major crackdown on the advertising of unhealthy food and drink to children comes into full force across the United Kingdom from Monday, 5 January 2026.
What the New Rules Mean for Broadcasters
The comprehensive regulations will prohibit advertisements for products deemed high in fat, salt, and sugar (HFSS) from being shown on television between the hours of 5.30am and 9pm. A parallel restriction will ban such advertising online at any time of day.
This marks the end of a voluntary agreement that began on 1 October and transitions to a mandatory regime enforced by the Advertising Standards Authority (ASA). Companies failing to comply now face formal sanctions.
Targeted Products and the Health Test
The restrictions focus on 13 food and drink categories identified as playing a significant role in childhood obesity. The list includes:
- Soft drinks and sugary juices
- Chocolates, sweets, and confectionery
- Pizzas, ready meals, and ice cream
- Breakfast cereals and many sweetened bread products
Not every item in these categories is automatically banned. Products are assessed using a specific nutrient profiling model. To fall under the ban, an item must first be in one of the 13 categories and score poorly on this health evaluation, confirming it is high in saturated fat, salt, or sugar.
The government has stated that healthier reformulations of these products can still be advertised, a move intended to encourage the food industry to improve recipes. For example, plain porridge oats and most standard muesli are exempt, but versions laden with added sugar, chocolate, or syrup will be affected.
A Long-Awaited Move for Public Health
The policy is a direct response to a severe public health crisis. Latest statistics reveal that one in ten children starting primary school is obese, and a fifth have tooth decay by age five. Obesity is estimated to cost the NHS in excess of £11 billion annually.
Research consistently shows that children's exposure to marketing for unhealthy foods shapes their dietary habits from a young age, increasing their risk of becoming overweight. The government projects this advertising ban could prevent approximately 20,000 cases of childhood obesity.
Professor Katherine Brown, a behaviour change in health expert at the University of Hertfordshire, welcomed the move but highlighted its delayed implementation. "A watershed ban on television and online advertising before 9pm to reduce children’s exposure to unhealthy food marketing is long overdue and a move in the right direction," she said.
Professor Brown added that while valuable, such restrictions must be part of a wider strategy addressing food inequality and making nutritious options more affordable and appealing to all families.
