The UK government has confirmed that a ban on junk food adverts being shown on TV before 9:00 PM will come into effect on 1 October 2025. The policy, initially proposed by the previous Conservative government, will now be enforced under Prime Minister Sir Keir Starmer’s administration as part of a broader effort to improve public health and address the growing childhood obesity crisis.
Health Minister Andrew Gwynne announced the details of the ban, stating that alongside the TV restrictions, paid-for online adverts for unhealthy food products will be completely prohibited. “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,” Gwynne said in his statement to the House of Commons.
This policy is a key component of Labour’s manifesto pledge to implement a “prevention revolution,” focusing on early interventions to reduce preventable illnesses and alleviate pressure on the NHS.
A Long-Awaited Change: From Delays to Action
The ban on pre-watershed junk food advertising was initially committed to by the Conservative government in 2021 under then-Prime Minister Boris Johnson. However, it was delayed to give industries more time to adjust to the new regulations. The implementation date was pushed back again during subsequent governmental changes, with the policy left in limbo amid broader political turbulence.
Labour’s decision to move forward with the ban marks a significant step towards fulfilling the party’s commitment to public health. “We want to tackle the problem head-on and without further delay,” said Gwynne. The focus on protecting children from targeted advertising comes in response to mounting evidence that such marketing strategies significantly shape young people’s dietary habits, often promoting foods high in sugar, fat, and salt.
Recent studies underscore the urgency of this measure: more than one in five children in England are overweight or obese by the time they start primary school, with the figure rising to over one-third by the time they leave. The pervasive exposure to junk food adverts has been linked to increased consumption of unhealthy foods among children, contributing to the country’s rising obesity rates. By restricting these adverts, the government aims to create a healthier environment that supports better choices for young people.
A Holistic Approach to Public Health
The announcement of the advertising ban coincided with the release of a significant report by independent peer Lord Ara Darzi on the state of the NHS. The report highlighted the dire condition of the health service, attributing much of its current challenges to a £37 billion shortfall in capital spending compared to peer countries since the 2010s. According to Darzi, the underinvestment in infrastructure and staff, compounded by austerity policies, has left the NHS vulnerable, particularly in the face of the COVID-19 pandemic.
In his response to the report, Prime Minister Starmer reiterated the importance of shifting to a preventive model of healthcare, stating, “We have to go to a preventive model, I’m absolutely convinced about that.” He emphasised the government’s commitment to early interventions in various areas, including children’s mental health, diet, and lifestyle, as essential to improving the nation’s health. Starmer acknowledged that some of these measures might be controversial but stressed the need for bold action to tackle public health challenges head-on.
This comprehensive approach reflects Labour’s broader health mission, which seeks to reduce the drivers of preventable illness and decrease the demand on the NHS. By targeting the root causes of poor health, such as unhealthy eating habits fostered from a young age, the government aims to create long-term improvements in the public’s health and well-being.
A Controversial Yet Necessary Measure
The ban on junk food advertising before 9:00 PM is expected to face resistance from parts of the food and advertising industries, which have historically argued against such restrictions on the grounds of economic impact and freedom of expression. However, health advocates argue that the potential benefits far outweigh these concerns, particularly when considering the rising rates of childhood obesity and the associated long-term health implications.
Evidence from similar policies in other countries suggests that reducing children’s exposure to junk food marketing can lead to healthier eating habits and a reduction in obesity rates. For example, a study published in the journal PLOS Medicine found that banning junk food adverts during children’s programming in the UK led to a 15% reduction in unhealthy food consumption among young viewers.
A study by the UCLA School of Public Health found a direct association between childhood obesity and exposure to commercials advertising unhealthy foods on television. The study, which involved data from over 3,500 children, indicated that viewing commercials significantly correlated with higher Body Mass Index (BMI) in children, particularly those under the age of 7.
Another report by the BMJ, summarising evidence from the US Institute of Medicine, emphasised that junk food advertising is a serious threat to the health of young people. The report detailed how advertising campaigns for unhealthy foods and beverages contribute significantly to the poor dietary habits of children and adolescents. It found that the diets of young viewers often do not meet recommended health standards, being too high in energy, fat, and salt—ingredients commonly featured in advertised products.
As the UK prepares to implement these new regulations, the government’s focus remains on prioritising public health and protecting the next generation from the influences of unhealthy advertising. The success of this policy will depend not only on its enforcement but also on public support and a collective commitment to promoting healthier lifestyles across the nation.
A Step Towards a Healthier Future
The upcoming ban on junk food advertising before 9:00 PM and the total ban on paid-for online adverts represent significant strides in the UK’s battle against childhood obesity. With one in five children starting school already overweight or obese, and over a third by the time they leave, the urgency for preventive measures has never been clearer.
According to the UK Health Security Agency, obesity costs the NHS around £6.1 billion annually, with wider societal costs estimated at £27 billion. By reducing exposure to junk food marketing, the government hopes to shift dietary preferences and ultimately curb the rising tide of obesity-related health issues. As the ban comes into force on 1 October 2025, it will serve as a key test of the UK’s commitment to a preventive healthcare model, setting a precedent that could inspire further public health initiatives in the years to come.