The United Kingdom has introduced a ban on junk food advertising on daytime television and paid online platforms. The policy targets foods high in fat, sugar, and salt. It applies to TV adverts before the 9 pm watershed and all paid online adverts. Officials estimate the ban could remove up to 7.2 billion calories from children’s diets each year. The initiative aims to reduce childhood obesity and improve long-term health outcomes for young people across the country.
The UK government first announced this policy in December 2024. The ban builds on earlier measures, such as extending the sugar tax to pre-packaged drinks, milkshakes, ready-to-drink coffees, and sweetened yoghurt drinks. Local authorities now have the power to stop fast-food outlets from opening near schools. Research shows that food advertising significantly affects children’s eating habits, shaping preferences early and increasing obesity and related diseases. The policy is expected to reduce the number of obese children by around 20,000 and deliver £2 billion ($2.7 billion) in long-term health benefits.
Health organisations have praised the move, noting it could reduce obesity-related diseases such as type 2 diabetes and tooth decay, a leading cause of hospital admissions in children aged five to nine. With over 22 percent of children overweight by primary school age, this measure is expected to improve public health significantly.
The MediaBites team congratulates the UK government for prioritizing children’s health and creating a policy that sets a global example. This initiative demonstrates how strong regulations can encourage healthier lifestyles and protect future generations.
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