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Junk food adverts banned before 9pm in major move to protect children’s health

Junk food adverts banned before 9pm in major move to protect children’s health

A new ban on junk food adverts before 9pm and online aims to cut children’s calorie intake and tackle rising obesity rates.

Little boy lying on a sofa with remote control. Child watching TV at home. Neutral colors. Selective focus.

MadeForMums

Published: January 7, 2026 at 9:56 AM

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The adverts kids see every day are about to change. From 5th January, junk food adverts are banned on TV before 9pm and online at all times, in a landmark move designed to protect children’s health and support parents to make healthier choices.

The government says the new rules could remove up to 7.2 billion calories from children’s diets every year, as part of wider efforts to tackle childhood obesity and improve long-term health outcomes.

This is a major shift in how unhealthy food and drink is marketed to children, targeting the TV shows, streaming platforms and social media spaces where young people spend most of their time.

What are the new junk food ad rules?

Under the new regulations, adverts for less healthy food and drink are no longer allowed:

On television before 9pm
Online at any time, including paid social media adverts

The aim of these rules is to significantly reduce children’s exposure to marketing for foods high in fat, salt and sugar, which evidence shows can influence what and when children eat from a young age.

The government estimates the measures could reduce the number of children living with obesity by around 20,000 and deliver £2 billion in health benefits over time.

Why the ban matters for families

Childhood obesity remains a major health challenge in the UK. At the start of primary school, 22.1% of children in England are overweight or living with obesity. By the time they leave primary school, that figure rises to 35.8%.

Tooth decay is also the leading cause of hospital admissions for young children aged 5 to 9, highlighting the impact of poor diets early in life.

Health experts say advertising plays a powerful role in shaping children’s food preferences and habits, making it harder for parents to encourage healthier choices at home.

What the government says

Minister for Health Ashley Dalton said the new rules are about giving children the best possible start in life: “We promised to do everything we can to give every child the best and healthiest start in life.

“By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods, making the healthy choice the easy choice for parents and children.

“We’re moving the dial from having the NHS treat sickness to preventing it, so people can lead healthier lives and so it can be there for us when we need it.”

The government says food and drink companies have already started to adapt, with many voluntarily complying with the rules since October ahead of their legal start date.

Support from health charities and campaigners

Health organisations have long campaigned for tighter controls on junk food advertising, and many have welcomed the changes.
Katharine Jenner, Executive Director of the Obesity Health Alliance, said:

“It’s been one battle after another, but we are finally going to see children being protected from the worst offending junk food adverts. This is a welcome and long-awaited step towards better protecting children from unhealthy food and drink advertising that can harm their health and wellbeing.”

Diabetes UK also highlighted the link between obesity and serious health conditions in young people. Chief Executive Colette Marshall said: “With type 2 diabetes on the rise in young people, the need to improve children’s health in the UK has never been greater. Obesity is a major risk factor for type 2 diabetes, and the condition can lead to more severe consequences in young people, leaving them at risk of serious complications like kidney failure and heart disease.”

Campaigners say the ban reflects years of pressure from young people and families.

“Today is a milestone moment, one that young people across the UK have been campaigning for over many years," says Farid, a 17-year-old Bite Back activist. “These new rules are an important first step that begins to rip down the wallpaper of junk food advertising that surrounds young people on TV and online every day.”

Part of a wider plan to improve children’s health

The junk food advertising ban sits alongside a number of other measures aimed at improving children’s health, including:

Extending the Soft Drinks Industry Levy to cover more products, including sugary milk-based drinks
Banning the sale of high-caffeine energy drinks to under-16s
Giving councils more power to stop fast food outlets opening near schools
Introducing supervised toothbrushing for 3 to 5 year olds in deprived areas

Together, these changes form part of the government’s longer-term focus on prevention, with the stated goal of raising the healthiest generation of children ever.

For parents, the hope is that fewer tempting adverts and clearer rules around marketing will make it just that little bit easier to steer children towards healthier everyday choices.

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MadeForMums