New restrictions on online and pre-watershed TV ads for unhealthy food and drinks come into force today to tackle child obesity - but campaigners say it needs to go further
06:00, 05 Jan 2026
Half of Brits (49%) think the Government is not doing enough to protect children's health and should do more to curb junk food advertising to kids.
New restrictions on online and pre-watershed TV ads for unhealthy food and drinks come into force today as part of moves to tackle child obesity.
Soft drinks, chocolates, sweets, pizzas and ice creams are among the products impacted, but breakfast cereals and porridges, and main meals and sandwiches could also be included.
Ads for plain porridge oats, and most muesli and granola will not be banned, but some less healthy versions with added sugar, chocolate or syrup could be affected.
However a poll today for youth-led charity Bite Back, conducted by More in Common, suggests the public want ministers to take even tougher action.
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Two in three (67%) adults believe it is unacceptable for food companies to target children with junk food adverts.
More than half say outdoor ads like billboards should be included (55%) along with promotions on public transport like trains and bus stops (56%).
Deprived communities are more heavily targeted with outdoor junk food ads than wealthier areas, which risks deepening health inequalities, Bite Back warns.
Farid, 17, a campaigner from Manchester, said: "This is about building on progress, not undermining it. The reality, however, is that junk food adverts will still dominate streets, transport routes and public spaces.
"Outdoor advertising is a major source of exposure for children, and the public – including our parents – clearly supports closing this gap.
"The protections are a step in the right direction, but they are not strong enough.”
Phil, a Manchester-based parent who took part in a More In Common focus group, said: “Advertising junk food to children should be restricted. There are supposed to be protections, but it’s not just TV anymore – it’s everywhere.
"Children and teenagers are constantly exposed through social media, often in ways parents aren’t even aware of. That’s why the rules need to reflect how kids actually live today."
One in 10 reception-aged children are obese, while one in five children have tooth decay by the age of five, according to the latest figures.
D’Arcy Williams, Chief Executive of Bite Back, said the long-delayed restrictions marked a major moment for children's health.
He said: "At a time when one in three children leaves primary school at risk of food-related ill-health, implementing these regulations is a welcome move from a government that has committed to raising the healthiest generation ever. However, this cannot be the end of the story.
"Closing advertising loopholes and following through on wider food policy – including the introduction of Healthy Food Standards – will be essential if children are to grow up in healthier environments. Young people have been loud and clear: we cannot stop here.”
The move follows a voluntary ban that began on October 1 - and means advertisers risk action by the Advertising Standards Authority (ASA) if they fail to comply.
Some 7.2 billion calories will be stripped from children’s diets each year, reducing the number of youngsters living with obesity by 20,000 and delivering around £2 billion in health benefits over time, the Government says.
Health Minister Ashley Dalton said: “We promised to do everything we can to give every child the best and healthiest start in life.
“By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods - making the healthy choice the easy choice for parents and children.
“We're moving the dial from having the NHS treat sickness, to preventing it so people can lead healthier lives and so it can be there for us when we need it.”