Health and Me

Itisha Arya

UK Blocks Junk Food Ads Across Television To Tackle Childhood Obesity

uk junk food advertisment

A nationwide ban on junk food advertising on television before 9 pm, along with a complete restriction online, has officially taken effect as part of the government’s effort to address rising childhood obesity.

<h2>Junk Food Advertising Ban Comes Into Effect</h2>

Under the new regulations, enforced by the Advertising Standards Authority (ASA), 13 categories of food and drink products can no longer be promoted on TV before the watershed or advertised online at any time. These products are defined as being high in fat, sugar, and salt.

Anna Taylor, executive director of campaign group the Food Foundation, welcomed the move. “Today is a major, world-leading step forward in protecting children from the constant exposure to junk food advertising that is damaging their health,” she said, as per The Gaurdian.

<h2>Industry Compliance Began Months Earlier</h2>

As per The Guardian, while the rules legally come into force today, the UK advertising industry had already begun following them voluntarily from October. This early adoption was intended to ensure adverts were properly adjusted to meet the government’s complex nutrient guidelines.

As a result, this year marked the first Christmas advertising season without traditional high-fat, high-sugar food promotions. Familiar festive items such as desserts and confectionery were replaced by adverts featuring fruit and vegetables.

The rules extend to products commonly seen as healthy. Restrictions now apply to items including “sandwiches of any kind,” pretzels, and “all products predominantly found in the breakfast cereal aisle,” a category that includes porridge oats and muesli.

Although the regulations contain a long list of exceptions and conditions, some reformulated products remain banned. Certain crisps, chips, and pizzas continue to be restricted, even if their recipes meet nutrient thresholds, because they are still considered contributors to obesity.

According to NHS England, nearly one in eight children aged two to 10 in England are living with obesity, the latest NHS survey released today shows. The data also reveals that about one in seven children aged two to 15, or 15 percent, were classified as obese in 2022. This is broadly in line with pre-pandemic levels recorded in 2019, when the figure stood at 16 percent. A closer look at the age groups shows obesity affecting 12 percent of children aged two to 10, rising to 19 percent among those aged 11 to 15.

The most recent <span>Health Survey for England</span> paints a similarly concerning picture for adults. In 2022, 64 percent of adults were either overweight or obese, including nearly three in 10, or 29 percent, who fell into the obese category. Men were more likely to be overweight or obese than women, with 67 percent of men affected compared with 61 percent of women.

Adult obesity levels have changed little since 2019, when the survey also found that 64 percent of adults were overweight or obese, including 28 percent classified as obese.

<h2>Brand Advertising Loophole Draws Criticism</h2>

Health campaigners raised concerns last year after the government allowed companies associated with junk food, such as McDonald’s and Cadbury, to continue running brand-only adverts. These ads are permitted as long as no clearly identifiable product appears.

This concession followed threats of legal action from parts of the food industry against a proposed blanket ban. Under the rules, a brand like Cadbury could still air its famous drumming gorilla advert before the watershed, provided chocolate bars are not shown.

“Current legislation allows companies to move away from product advertising and focus on brand promotion, which could seriously reduce the impact of these rules,” Taylor said, as per The Guardian. “This cannot be the end point. The priority must remain clear: stopping all junk food advertising aimed at children.”

<h2>Advertising Spend Shifts Elsewhere</h2>

Last month, the Food Foundation published its annual report showing that food companies have been redirecting their advertising budgets ahead of the ban.

Spending on outdoor advertising, including billboards and poster sites, rose by 28 percent between 2021 and 2024. These formats are only restricted if they appear within 100 metres of schools, playgrounds, or leisure facilities.

The report found that McDonald’s recorded the largest percentage increase in outdoor advertising spend over the three-year period.

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A nationwide ban on junk food advertising on television before 9 pm, along with a complete restriction online, has officially taken effect as part of the government’s effort to address rising childhood obesity.Junk Food Advertising Ban Comes Into EffectUnder the new regulations, enforced by the Advertising Standards Authority (ASA), 13 categories of food and drink products can no longer be promoted on TV before the watershed or advertised online at any time. These products are defined as being high in fat, sugar, and salt.Anna Taylor, executive director of campaign group the Food Foundation, welcomed the move. “Today is a major, world-leading step forward in protecting children from the constant exposure to junk food advertising that is damaging their health,” she said, as per The Gaurdian.Industry Compliance Began Months EarlierAs per The Guardian, while the rules legally come into force today, the UK advertising industry had already begun following them voluntarily from October. This early adoption was intended to ensure adverts were properly adjusted to meet the government’s complex nutrient guidelines.As a result, this year marked the first Christmas advertising season without traditional high-fat, high-sugar food promotions. Familiar festive items such as desserts and confectionery were replaced by adverts featuring fruit and vegetables.Everyday Foods Also AffectedThe rules extend to products commonly seen as healthy. Restrictions now apply to items including “sandwiches of any kind,” pretzels, and “all products predominantly found in the breakfast cereal aisle,” a category that includes porridge oats and muesli.Although the regulations contain a long list of exceptions and conditions, some reformulated products remain banned. Certain crisps, chips, and pizzas continue to be restricted, even if their recipes meet nutrient thresholds, because they are still considered contributors to obesity.Childhood Obesity In UKAccording to NHS England, nearly one in eight children aged two to 10 in England are living with obesity, the latest NHS survey released today shows. The data also reveals that about one in seven children aged two to 15, or 15 percent, were classified as obese in 2022. This is broadly in line with pre-pandemic levels recorded in 2019, when the figure stood at 16 percent. A closer look at the age groups shows obesity affecting 12 percent of children aged two to 10, rising to 19 percent among those aged 11 to 15.The most recent Health Survey for England paints a similarly concerning picture for adults. In 2022, 64 percent of adults were either overweight or obese, including nearly three in 10, or 29 percent, who fell into the obese category. Men were more likely to be overweight or obese than women, with 67 percent of men affected compared with 61 percent of women.Adult obesity levels have changed little since 2019, when the survey also found that 64 percent of adults were overweight or obese, including 28 percent classified as obese.Brand Advertising Loophole Draws CriticismHealth campaigners raised concerns last year after the government allowed companies associated with junk food, such as McDonald’s and Cadbury, to continue running brand-only adverts. These ads are permitted as long as no clearly identifiable product appears.This concession followed threats of legal action from parts of the food industry against a proposed blanket ban. Under the rules, a brand like Cadbury could still air its famous drumming gorilla advert before the watershed, provided chocolate bars are not shown.“Current legislation allows companies to move away from product advertising and focus on brand promotion, which could seriously reduce the impact of these rules,” Taylor said, as per The Guardian. “This cannot be the end point. The priority must remain clear: stopping all junk food advertising aimed at children.”Advertising Spend Shifts ElsewhereLast month, the Food Foundation published its annual report showing that food companies have been redirecting their advertising budgets ahead of the ban.Spending on outdoor advertising, including billboards and poster sites, rose by 28 percent between 2021 and 2024. These formats are only restricted if they appear within 100 metres of schools, playgrounds, or leisure facilities.The report found that McDonald’s recorded the largest percentage increase in outdoor advertising spend over the three-year period.