The new Labour government has made good on a pre-election pledge to ban TV advertising of so-called junk food in the UK before the 9pm watershed.
And online advertising of such products will be banned completely, according to a statement issued today (12 September).
However, the government revealed that the restrictions on advertising products high in fat, sugar and salt (HFSS) will not take effect until 1 October next year.
This is the same date that the previous Conservative administration, which delayed implementing such a ban on a number of occasions, had earmarked restrictions to be introduced in an announcement made back in December 2022.
Health campaigners have long called for such a move and have welcomed today’s confirmation of the ban’s start date.
It was confirmed in a written statement to Members of Parliament by health minister Andrew Gwynne. He said: "More than one in five children in England are overweight or living with obesity by the time they start primary school and this rises to more than one third by the time they leave.
"We want to tackle the problem head on and that includes implementing the restrictions on junk food advertising on TV and online without further delay.
"These restrictions will help protect children from being exposed to advertising of less healthy food and drinks, which evidence shows influences their dietary preferences from a young age."
The move is intended to tackle the country’s childhood obesity crisis and its announcement coincided with the publication of a damning report into the state of the UK’s National Health Service (NHS) by Lord Darzi.
Amongst many other findings in the Darzi report, was that children from the most deprived backgrounds are twice as likely to be obese by reception year as kids from wealthier backgrounds.
Research not linked to background, and quoted by health campaigners, suggests one in five children in the UK are overweight or living with obesity by the time they enter primary school and this figure increases to a third by the time they leave.
Responding to news of the ban, Katharine Jenner, director of Obesity Health Alliance, said: “We very much welcome today’s announcement containing the guidance for advertisers on what is in and out of scope for implementation in October 2025.
"For too long, the food industry has consistently pushed back on these incoming restrictions on advertising unhealthy food on TV before 9pm, and online at any time, saying they need to have ‘more time to prepare’. Not anymore.”
However, less good news for healthy food campaigners came in the shape of Health Secretary Wes Streeting ruling out introducing a tax on sugar or salt.
He told radio station LBC: "That wasn't in our manifesto and the reason why we are reluctant to go down that sort of route is because there is a cost-of-living crisis at the moment and I think we have got to get the balance right.”
Just Food asked industry body The Food and Drink Federation for its response to the news. A spokesperson said: “Obesity is a serious and complex issue, affecting the physical and mental health of adults and children alike. Food and drink manufacturers agree that bold action from all parties must be taken to help people make healthier choices, tackle obesity and poor diets.
“Businesses have invested more than £160m ($209.9m) since 2023 to create healthier food and drink, by reducing calories, sugar and salt, and adding fibre, fruit and vegetables – alongside launching new products and smaller portion sizes.
“We’re committed to working with policymakers to support healthier diets and welcome the certainty provided in the consultation response. We hope Government will now move swiftly to finalise the draft regulations and guidance to further help companies who are preparing for the implementation of the new advertising rules.”
