The United Kingdom has enacted a groundbreaking regulatory measure prohibiting advertisements for foods high in fat, salt, or sugar (HFSS) during daytime television broadcasts and across digital platforms. Effective October 1st, 2025, this initiative represents the government’s most ambitious effort to combat childhood obesity through advertising restrictions.
According to the Department of Health and Social Care, the comprehensive ban—applying to all commercials before the 9:00 PM watershed and paid digital promotions—is projected to eliminate approximately 7.2 billion calories annually from children’s dietary intake. Officials estimate this reduction will prevent roughly 20,000 cases of childhood obesity while generating approximately £2 billion (USD $2.7 billion) in long-term healthcare savings.
The policy implementation follows earlier anti-obesity measures including the extension of the sugar tax to pre-packaged beverages such as milkshakes, ready-to-drink coffees, and sweetened yogurt drinks. Additionally, local authorities have been empowered to restrict the establishment of fast-food outlets in proximity to school premises.
Government research indicates that advertising significantly influences children’s eating habits, shaping food preferences from early childhood and increasing susceptibility to obesity-related health complications. Current statistics reveal that 22% of children entering primary education in England (typically age five) are overweight or obese, with this figure escalating to over one-third by secondary school transition (age 11).
Health Minister Ashley Dalton emphasized that “limiting junk food advertisements before watershed hours and eliminating paid digital promotions will substantially reduce children’s exposure to unhealthy dietary influences.” The minister further noted this initiative aligns with the National Health Service’s strategic shift toward preventive healthcare measures.
Public health advocates have welcomed the regulatory change. Katharine Jenner of the Obesity Health Alliance described it as “a commendable and long-anticipated advancement in safeguarding children’s health from harmful food marketing practices.” Diabetes UK CEO Colette Marshall highlighted the particular significance for type 2 diabetes prevention, noting the condition’s increasing prevalence among youth and its association with severe complications including renal failure and cardiovascular disease.