Ban on TV junk meals commercials earlier than 9pm comes into power as we speak – with porridge and muesli included in crackdown

Children will be shielded from junk food advertising during peak TV viewing hours from today as a long delayed crackdown on promotions for foods high in fat, sugar and salt finally becomes law.

The new rules ban adverts for so-called junk food on television before 9pm and prohibit paid-for online advertising altogether. 

Enforced by the Advertising Standards Authority, the restrictions apply to 13 categories of food and drink products deemed to contribute to poor diets and rising childhood obesity.

Ministers say the measures are aimed squarely at reducing the constant commercial pressure on children to consume unhealthy food. 

Evidence shows advertising plays a major role in shaping eating habits from a young age, influencing what children ask for and when they eat.

The policy has been years in the making. First announced in 2020, the advertising ban was originally due to come into force in 2023 but was repeatedly delayed. Ministers now say the wait has been justified by the scale of the expected health benefits.

According to government estimates, the restrictions could remove up to 7.2 billion calories from children’s diets each year, reduce the number of children living with obesity by 20,000 and generate around £2 billion in long-term health benefits.

Anna Taylor, executive director of the Food Foundation, said: ‘Today marks a big, world leading milestone on the journey to protect children from being exposed to the onslaught of junk food advertising which is currently so harmful to their health.’

At the same time, some foods that have been reformulated to meet nutrient targets remain restricted because of their perceived role in driving obesity, including certain crisps, chips and pizzas

Following pressure and the threat of legal action from the food industry, companies such as McDonald’s and Cadbury are still allowed to run brand-only adverts, provided no identifiable product appears on screen

Although the ban officially begins today, many advertisers have already adapted, as the industry has been voluntarily following the rules since October to ensure campaigns complied with the government’s complex nutrient regulations. 

That early shift led to an unprecedented Christmas advertising season in which traditional festive treats were replaced with healthier alternatives such as fruit and vegetables.

The scope of the ban, however, goes far beyond chocolate bars and fizzy drinks. Products often regarded as everyday staples are also caught by the restrictions, including all types of sandwiches, pretzels and foods ‘predominantly found in the breakfast cereal aisle’, a category that includes porridge oats and muesli. 

At the same time, some foods that have been reformulated to meet nutrient targets remain restricted because of their perceived role in driving obesity, including certain crisps, chips and pizzas.

Not all advertising by major food brands has been outlawed. Following pressure and the threat of legal action from the food industry, companies such as McDonald’s and Cadbury are still allowed to run brand-only adverts, provided no identifiable product appears on screen. This means well-known campaigns can continue to air before the watershed as long as the food itself is absent.

‘Legislation permits companies to switch from product advertising to brand advertising, which is likely to significantly weaken [the] impact [of the new rules],’ Taylor said. ‘We can’t stop here, we must remain focused on the goal: banning all forms of junk food advertising to children.’

There are also concerns that the ban will simply push advertising into less regulated spaces. The Food Foundation’s latest annual report found that food companies have been increasing spending on outdoor advertising, such as billboards and posters, which are only restricted near schools and leisure centres. 

Spending on this type of advertising rose by 28 per cent between 2021 and 2024, with McDonald’s recording the biggest increase.

At present, more than one in five children in England are living with overweight or obesity when they start primary school, rising to more than a third by the time they leave. 

Tooth decay remains the leading cause of hospital admissions for young children aged between five and nine.

At present, more than one in five children in England are living with overweight or obesity when they start primary school, rising to more than a third by the time they leave 

Minister for Health Ashley Dalton said: ‘We promised to do everything we can to give every child the best and healthiest start in life.

‘By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods – making the healthy choice the easy choice for parents and children.

‘We’re moving the dial from having the NHS treat sickness, to preventing it so people can lead healthier lives and so it can be there for us when we need it.’

The government says the advertising ban forms part of a wider effort to improve children’s diets, alongside measures such as a new Healthy Food Standard and powers for councils to block fast food outlets opening near schools.