A ban on junk food advertisements before 9pm will officially come into effect in October 2025, the UK government has confirmed. First proposed by the Conservatives in 2021 but delayed twice, the restrictions aim to protect children from exposure to unhealthy food and drink advertising, which has been shown to influence dietary habits from a young age.
Health Minister Andrew Gwynne stated that the ban aligns with Labour’s commitment to addressing childhood obesity. The government hopes the timeline will provide businesses with the clarity they need to prepare for the change.
In addition to the TV advertising watershed, the new rules will also impose a total ban on paid-for online junk food ads. Research indicates that more than one in five children in England are overweight or obese by the time they start primary school, a figure that rises to over a third by the time they leave.
Labour’s plans focus on prevention to “raise the healthiest generation ever,” with an emphasis on tackling the obesity crisis head-on. The British Heart Foundation has called for further measures, such as extending the ban to billboards and sports sponsorship, though these are not currently included in the government’s plans.
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