The Government has confirmed the exact date that new regulations will be introduced to protect children from exposure to unhealthy food on TV and online
Junk food ads will be banned from TV before 9pm (Image: Maskot via Getty Images)
The precise date for the introduction of a new junk food advertisement ban, aimed at shielding children from exposure to unhealthy food on TV and online, has been confirmed. New rules established on 10 September outline what cannot be advertised on TV before 9pm or online, and how companies can continue to advertise their overall brands.
The restrictions will begin to legally come into effect between 1 October and 5 January – however, advertisers and broadcasters will voluntarily adhere to the restrictions from 1 October.
Health Minister Ashley Dalton stated: “We pledged to do everything we can to give every child the best and healthiest start in life. By restricting certain adverts after 9pm and banning paid online junk food adverts we can remove the excessive exposure to unhealthy foods – making the healthy choice the easy choice for parents and children.”, reports the Manchester Evening News.
“Reducing the amount of foods high in fat, sugar and salt that children consume will help lower the risk of contracting obesity-related diseases such as diabetes and heart disease. I want to thank advertisers and broadcasters for their co-operation on this. The best way to combat the childhood obesity crisis is by working together.
“Through our Plan for Change, we are shifting the NHS from treating sickness to preventing ill health, reducing demand on the health service so it can be there for us when we need it.” Approximately 7.2 billion calories annually are anticipated to be eliminated from UK children’s diets through these initiatives, delivering roughly £2 billion in health advantages over time, the Government has stated.
The revelation follows the Government’s prohibition on selling high-caffeine energy drinks to those under 16 last week.
In an online written statement, Ashley Dalton remarked: “This Government has set a bold ambition to raise the healthiest generation of children ever and this includes tackling the childhood obesity crisis. As part of this, we committed in our Manifesto to implementing advertising restrictions for less healthy food and drink on TV and online.
“I updated the House on 16 July when launching a consultation on the draft regulations to provide an explicit exemption for brand advertising from the advertising restrictions. The consultation, which closed on 6 August 2025, re-confirmed the Government’s policy position that brand advertising which does not identify a less healthy food or drink product(s) is out of scope of the restrictions.
“This was set out in my previous statements to the House and was understood by Parliament during the passage of the primary legislation (Health and Care Act 2022 which amended the Communications Act 2003). The consultation sought views on the drafting of the regulations to ensure they are clear and fit for purpose in achieving this.
“We have carefully considered the responses, many of which were submitted on behalf of organisations from a range of sectors. The Department of Health and Social Care and the Department for Culture, Media and Sport also engaged with stakeholders throughout the consultation period to understand a broad range of views.
“I am delighted to inform the House that, today, the Government will lay the Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025 and Explanatory Memorandum before Parliament. The Government will also be publishing its response to the consultation on Gov.uk.
“We have been careful to protect the primary policy objective by ensuring the regulations set robust and objective criteria to only permit brand advertising that does not identify specific less healthy food or drink products. This means we are being tough on junk food advertising but not pigeon-holing brands as ‘less healthy’ and instead incentivising them to reformulate and promote their healthier products.
“The regulations will enable the regulators to provide clear guidance on how they will enforce the restrictions. They will also allow industry to invest in advertising campaigns with confidence that they will be compliant.
“Laying this legislation today demonstrates our rapid progress to implementing the advertising restrictions which take legal effect on 5 January 2026. As I set out in my WMS of 22 May, we have secured a unique commitment from advertisers and broadcasters, with the support of online platforms, to voluntarily comply with the restrictions from 1 October 2025. We welcome this co-operation.
“We will now work closely with Ofcom and the Advertising Standards Authority as they finalise their implementation guidance. I am delighted that in taking this action we are tackling childhood obesity head-on by removing up to 7.2 billion calories from UK children’s diets each year.”