Restricting advertisements for unhealthy food and drink is an essential step towards a healthier food environment, writes Katharine Jenner in the British Medical Journal 11th December 2024
(3 December 2024) The Obesity Health Alliance welcomes the news that children will no longer be exposed to TV adverts for less healthy food products as a new law confirms the final details of advertising restrictions. Adverts on television will only be allowed past the 9pm watershed from October 2025 as part of government’s plans to curb childhood obesity rates.
The Department of Health and Social Care have also released guidance to provide more detail on which food or drink categories will be covered by the regulations – giving industry the final details needed to prepare for the regulations coming into force next year, with no excuse for delay.
Government figures estimate that 7.2 billion calories per year are expected to be removed from UK children’s diets as a result of the measures, preventing an estimated 20,000 cases of childhood obesity.
Secretary of State for Health and Social Care, Wes Streeting, said:
Obesity robs our kids of the best possible start in life, sets them up for a lifetime of health problems, and costs the NHS billions.
This government is taking action now to end the targeting of junk food ads at kids, across both TV and online.
This is the first step to deliver a major shift in the focus of healthcare from sickness to prevention, and towards meeting our government’s ambition to give every child a healthy, happy start to life.”
Obesity Health Alliance Director, Katharine Jenner, said:
“We strongly welcome the announcement of new advertising guidelines set to come into force in October 2025, marking a significant and long-overdue step toward prioritising children’s health and giving healthier options the visibility they deserve. The Government has sent a clear message to the industry that the days of advertising unhealthy food to children on TV before 9pm or any time online are over.
“Thirteen categories have been identified as being the largest contributors of sugar and calories in children’s diets, with many containing hidden sugars, but if the product is not in one of those categories, it can be freely advertised. Within those categories, if the identified product is ‘ less healthy’ ie it fails the government’s Nutrient Profile Model for being high in saturated fat, sugar and/or salt, and low in fruit and vegetables/protein, then it cannot be advertised online or before 9pm on TV. The high sugar products can still be sold and eaten, just not advertised – manufacturers can still profit from making them, and shoppers can still buy them as normal. Of course, responsible companies can improve their recipes, take out hidden sugar, fat and salt, and then they too can be freely advertised.
“If food companies are irresponsibly adding so much sugar to products like muesli that they officially become ‘unhealthy,’ how many other products that we think are healthy are actually full of things that harm our health?
“For far too long, the food industry has pushed back against these common-sense regulations on junk food advertising, claiming they needed ‘more time to prepare’, and watering down the restrictions at every stage to ensure their products are exempt. Meanwhile, ads for sugary drinks, salty snacks, and other unhealthy products have continued to dominate children’s screens, shaping their preferences and eating habits.
“Starting in October 2025, these new rules will ensure that unhealthy food and drink adverts no longer target children online or during peak viewing hours on TV. This is a critical move to protect children’s wellbeing, and should be the first step that fully consigns the advertising of unhealthy food to the dustbin of history”
You can access all the documents through the collection page or individually using the links below: