What is the UK government doing about junk food advertising to children?

The UK government is implementing an updated nutrient profiling model to tighten restrictions on advertising less healthy food and drink products to children.

When did stricter rules on junk food ads take effect in the UK?

Stricter rules on the advertising of unhealthy food came into full effect on January 5, 2026.

What is the estimated impact of the new UK junk food ad model on childhood obesity?

Early estimates suggest that applying the updated model to current restrictions could reduce childhood obesity cases by an additional 170,000.

Home / Health / Junk Food Ads Face New Government Crackdown

Junk Food Ads Face New Government Crackdown

27 Jan

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Summary

Updated nutrient profiling model tightens junk food ad restrictions.
New rules target unhealthy food and drink ads aimed at children.
Government aims to reduce childhood obesity by 170,000 cases.

Junk Food Ads Face New Government Crackdown

The UK government has announced a tougher stance on advertising unhealthy food products to children, following the recent implementation of stricter advertising regulations. An updated nutrient profiling model (NPM) has been published, which classifies products as 'less healthy' and determines associated advertising restrictions.

These new rules build upon those effective from January 5, 2026, which prohibit high-fat, salt, and sugar food and drink advertisements on television between 5:30 am and 9:00 pm, and online continuously. The revised NPM introduces a lower limit for free sugars, including those naturally present in syrups and juices, potentially encompassing more desserts and sweetened breakfast items.

Early projections suggest that applying the updated model could lead to an additional 170,000 fewer childhood obesity cases. The Department of Health and Social Care plans to conduct a full consultation regarding the application of this new NPM to advertising and supermarket promotion rules. The government aims to work with the food industry to promote healthier choices and provide families with better information.