Under the plans, a four-week consultation to clarify the regulations has been launched in order to implement the changes without further delay – as well as how the regulations would apply to Internet Protocol Television, which delivers television live over the internet.
Public health minister Adrew Gwynne said: “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. We will introduce a 9pm watershed on TV advertising, and a total ban on paid-for online advertising.
“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.”
Pushed back
A ban on junk food ads had previously been pushed back twice by the Conservative government – once by Boris Johnson to 2023 and then again by Rishi Sunak to 2025 – much to the chagrin of health professionals.
“I am today confirming that we have published the Government’s response to the 2022 consultation on the draft secondary legislation,” Gwynne added. “This is a key milestone which confirms the definitions for the products, businesses and services in scope of the restrictions.
“These steps mean we can move forward to laying the final legislation and publishing guidance. I will provide a further update to the House when the secondary legislation is laid to implement the advertising restrictions on 1 October 2025.”
Nomad Foods chief executive Stéfan Descheemaeker welcomed the ban and highlighted the food and drink industry’s responsibility to help families eat healthily.
‘Important step’
“For most food categories, industry can reformulate and use healthier ingredients and recipes,” he added. “We welcome this important step in the UK, which will encourage the reformulation of products and bringing new, healthier ones to market. The UK advertising ban forms part of what needs to be a global effort to tackle the obesity crisis we are facing around the world.”
Meanwhile, James Top, CEO of activist group Bite Back, said the restrictions would help shield children from exposure to ‘unhealthy’ food and drink advertising.
“Junk food giants bombard young people with advertising and know the loopholes,” said Top. “It’s critical to act now, especially when research shows that children in the UK are exposed to 15 billion junk food adverts online each year. Studies also highlight that nearly 1 in 3 young people face a future of food related ill health and chronic diseases such as type 2 diabetes and heart disease.
“We know that the more junk food ads you see, the more unhealthy food you’re likely to consume. Restricting these ads will protect more young people from falling into this trap. And this isn’t just our belief — 80% of the UK public supports these restrictions.”
