Ban on adverts for less healthy food and drinks comes into force

Source: DHSC, 5 January 2026

From today, adverts for junk food and drinks will be banned on television before 9pm, and online at all times, as part of efforts to reduce childhood obesity.

The government has introduced new regulations to limit children’s exposure to junk food advertising as part of efforts to reduce childhood obesity. From today, 5 January 2026, adverts for less healthy food and drink are banned on television before 9pm and online at all times. This measure is expected to remove up to 7.2 billion calories from children’s diets each year, prevent around 20,000 cases of childhood obesity, and deliver long‑term health benefits worth an estimated £2 billion. Evidence shows that advertising strongly influences children’s food choices and eating habits, shaping preferences from an early age. The changes aim to protect children across the media they use most. Currently, 22.1% of children in England start primary school overweight or obese, rising to 35.8% by the time they leave, and tooth decay remains the leading cause of hospital admissions among children aged 5 to 9.