A sweeping new law prohibiting the advertising of unhealthy food and drink has come into full effect across the United Kingdom today, marking a significant step in the government's strategy to tackle childhood obesity.
The regulations, which came into force on January 5, 2026, make it illegal to promote products high in fat, salt, and sugar (HFSS) on television between 5.30am and 9pm and at any time online. Companies that fail to comply risk enforcement action from the Advertising Standards Authority (ASA).
What Foods Are Included in the Ban?
The restrictions target 13 specific food and drink categories identified as major contributors to childhood obesity. Products are assessed using a nutrient profiling model; only those that score poorly and fall into a banned category face restrictions. This dual criteria means healthier versions of these foods can still be advertised, a move designed to incentivise recipe reformulation by manufacturers.
The ban covers a vast array of everyday items. Key categories include:
- Confectionery: Chocolate, most sweets, and sugary chewing gum.
- Cakes & Sweet Biscuits: All cakes, cupcakes, doughnuts, muffins, and most sweet biscuits and cereal bars.
- Savory Snacks: Crisps, savoury crackers, tortilla chips, and Bombay mix.
- Soft Drinks: Fizzy drinks, energy drinks, and milk-based drinks with added sugar.
- Ready Meals & Pizza: Most pre-prepared meals and all types of pizzas with toppings.
- Ice Cream & Desserts: All ice cream, frozen yogurt, and puddings like cheesecake and rice pudding.
Notably, the list also includes some surprising staples. Plain bagels and crumpets are included due to their sugar content, as are croissants, scones, and pancakes. Retailer-sold sandwiches, wraps, and paninis also fall under the ban.
Exemptions and Brand Promotion
The rules contain important exemptions. Advertising restrictions only apply where the unhealthy product itself is clearly identifiable. This means companies can still run brand-focused adverts. Furthermore, numerous specific products are exempt, including:
- Unsweetened breakfast cereals and porridge.
- Plain nuts, seeds, and dried fruit.
- Sugar-free drinks and chewing gum.
- Potato salads, mashed potato, and unprocessed potatoes.
- Sushi, fajita kits, and pre-marinated meats.
Although the legal mandate begins today, a voluntary ban has been in place since October 1, 2025. This led to major supermarkets featuring significantly healthier options in their 2025 Christmas advertisements.
The Drive to Reduce Childhood Obesity
The government states the primary goal of this watershed ban is to reduce children's exposure to aggressive marketing of unhealthy foods. Current figures indicate one in ten reception-aged children are obese, and one in five have tooth decay by age five. Obesity is estimated to cost the NHS over £11 billion annually.
Professor Katherine Brown, an expert in behaviour change at the University of Hertfordshire, welcomed the move but noted its delayed implementation. "This policy comes into force three years after originally proposed, following repeated delays, cutbacks and industry pressure," she said. She emphasised that while valuable, the ad restrictions must be part of a wider, long-term strategy to make healthier choices more accessible and affordable.
The government estimates the new advertising rules will help prevent approximately 20,000 cases of childhood obesity, aiming to shape healthier eating habits from a young age and reduce the long-term burden on the nation's health.
