The UK government has officially introduced a sweeping ban on junk food advertising aimed at protecting children from excessive exposure to unhealthy food and drink marketing, as part of a broader strategy to tackle childhood obesity and improve public health.

Under the new regulations, adverts for less healthy food and drinks will be prohibited on television before 9 pm and banned online at all times. The measures came into effect today (05), fulfilling a key government pledge to create healthier food environments for younger generations.

Government analysis warns that children’s eating habits are shaped from a young age by advertising, contributing to rising levels of obesity and related illnesses. The regulations are projected to remove up to 7.2 billion calories per year from children’s diets, reduce the number of children living with obesity by around 20,000, and deliver £2 billion in long-term health benefits.

The prevalence of childhood obesity in England remains high, with about 22 per cent of children overweight or obese at the start of primary school rising to nearly 36 per cent by the time they leave. Tooth decay — strongly linked to sugar consumption — continues to be the leading cause of hospital admissions for young children.

Health Minister Ashley Dalton said the government was moving the focus of health policy from treatment to prevention, making healthier choices easier for families. She highlighted that the ban builds on voluntary industry action introduced in October and reflects close collaboration between policymakers, health campaigners and businesses.

The ban is part of a 10-Year Health Plan aimed at giving every child “the healthiest start in life.” Additional measures include the extension of the Soft Drinks Industry Levy to sugary milk-based drinks, new powers for local authorities to restrict fast food outlets near schools, and a prohibition on the sale of high-caffeine energy drinks to under-16s.

Public health groups across the UK have welcomed the move. Katharine Jenner of the Obesity Health Alliance described it as a “long-awaited step” toward shielding children from manipulative marketing of unhealthy products, while Diabetes UK noted the importance of action amid rising rates of type 2 diabetes in young people.

Supporters say the ban will help shift societal norms around unhealthy eating and strengthen prevention strategies, though some industry voices have raised concerns about its economic impact and effectiveness. Regardless, health advocates see this as a decisive, world-leading effort to confront the UK’s pressing childhood obesity crisis.