Junk food ads curbed in move to protect children’s wellbeing

From 5 January 2026, all advertisements for less healthy food and drink have been banned from being shown on television before 9pm, and online at all times, in a move to reduce childhood obesity.

The Government predicts that the change in regulation will remove up to 7.2 billion calories from children’s diets each year and reduce the number of children living with obesity by 20,000. This is as research has shown that advertising can affect preferences in children from a young age, increasing the risk of obesity and illness.

These measures are a part of the ‘less healthy food rules’ and the 10 Year Health Plan’s progress towards the government’s pledge of raising the healthiest generation of children.