Junk Food Ad Ban Could Prevent 20,000 Childhood Obesity Cases, Experts Say

From January 5, the UK has enforced a major restriction on adverts for foods high in fat, salt, and sugar. These ads can no longer appear on TV between 5:30 a.m. and 9 p.m., and they are completely banned from paid online spaces at any time of day.

The goal is simple: reduce how often children see junk food while watching, scrolling, or gaming.

Government estimates suggest this could help prevent around 20,000 cases of childhood obesity, largely by reducing constant exposure to unhealthy food cues during peak screen hours.

Which Foods Are Affected And Which Aren’t

The ban targets 13 food categories strongly linked to childhood obesity. These include soft drinks, chocolates, sweets, pizzas, ice creams, and some breakfast cereals, breads, ready meals, and sandwiches.

Products are assessed using a nutrient scoring system that measures sugar, salt, and saturated fat levels.

Not all foods in these categories are banned. Plain oats, porridge, and lower-sugar cereals can still be advertised. However, versions with added chocolate, syrup, or high sugar content are likely to be restricted.

Why Health Experts Say This Matters

Public health specialists argue that children are particularly vulnerable to food marketing. Research consistently shows that repeated exposure to junk food advertising increases cravings, snacking, and unhealthy eating patterns.

Experts describe the ban as overdue, noting that obesity is linked to long-term health issues such as diabetes, heart disease, and poor mental health.

With nearly one in ten UK children starting school already living with obesity, limiting aggressive marketing is seen as a preventative step rather than a punishment.

What Parents Will And Won’t Notice

Parents may notice fewer junk food ads during family TV time and on social media feeds, making it easier to avoid constant food battles triggered by screens. However, the ban is not total.

Brands can still advertise their logos, and outdoor ads on billboards and public transport remain untouched.

Campaigners say this is progress, but not the finish line. For parents, the change means fewer prompts — not fewer challenges — when it comes to managing screen time, food choices, and busy daily routines.