Starting Monday, January 5, Britain will enforce strict new regulations banning daytime television and online advertising of so-called junk foods, in a move described by the government as “world-leading” in the fight against childhood obesity.
The ban targets foods high in fat, salt, or sugar, preventing them from appearing on TV before 9 pm and from being promoted online at any time. Health officials say this initiative could remove up to 7.2 billion calories from children’s diets each year, potentially reducing the number of children living with obesity by around 20,000 and generating an estimated £2 billion in health benefits.
This latest action builds on previous measures, including the extension of the sugar tax to pre-packaged items like milkshakes, ready-to-drink coffees, and sweetened yoghurts. Local councils now also have powers to stop fast food outlets from opening near schools.
The government points out that advertising plays a powerful role in shaping what children eat and when. Statistics show that 22 percent of children starting primary school in England are already overweight or obese, and this rises to more than a third by the time they enter secondary school. Tooth decay, another consequence of poor diet, remains the leading cause of hospital admissions for children aged five to nine.
“By restricting adverts for junk food before 9 pm and banning paid online promotions, we can significantly reduce children’s exposure to unhealthy foods,” Health Minister Ashley Dalton said. “This is part of a broader strategy to make the NHS focus not just on treating illness, but preventing it, helping people live healthier lives.”
Charities welcomed the move. Katharine Jenner, Executive Director of the Obesity Health Alliance, described it as “a long-awaited and necessary step to protect children from harmful advertising that can affect their health and wellbeing.” Colette Marshall, CEO of Diabetes UK, added, “Obesity is a major risk factor for type 2 diabetes, which is rising among young people. Restricting exposure to unhealthy foods is crucial to preventing serious complications like kidney and heart disease.”
Britain’s new rules could serve as a model for other countries looking to curb childhood obesity and promote healthier lifestyles from an early age.
