Junk food advertising restrictions mark progress – but loopholes remain

Health Equalities Group welcomes the UK Government’s long-awaited implementation of restrictions on advertising foods high in fat, salt and sugar (HFSS) on television before 9 pm and across digital platforms. These measures reflect a long-awaited step towards addressing the commercial drivers of poor diet and preventing food-related ill health in children.

Health Equalities Group has consistently called for stronger action on unhealthy food marketing, including as a signatory to a joint letter, coordinated by the Obesity Health Alliance, urging government to introduce comprehensive advertising restrictions to better protect children’s health. Reducing children’s exposure to HFSS advertising is supported by substantial evidence that marketing shapes dietary preferences and behaviours from an early age, increasing the risk of overweight, obesity and related health harms over the life course.

The introduction of these restrictions aligns with the broader prevention agenda set out in the 10 Year Health Plan and builds on earlier population-level policies such as the Soft Drinks Industry Levy and the Healthy Food Standard. Together, these measures recognise that improving children’s diets requires action on the environments that influence choice, particularly in the context of widening inequalities in food-related health outcomes.

However, the current regulatory approach has limitations that may reduce its overall impact. In particular, the continued allowance of brand advertising by HFSS producers risks undermining the intent of the policy, as evidence suggests that brand marketing can be as influential as product-specific advertising on children’s food preferences. In addition, the exclusion of outdoor advertising, sponsorship and other forms of promotion creates opportunities for displacement rather than a genuine reduction in children’s exposure to unhealthy food marketing.

Commenting on the new restrictions, Nicola Calder, Food Active Programme Lead at Health Equalities Group, said:

“This is an important and welcome step towards creating healthier food environments for children. For too long, families have been navigating a landscape where unhealthy food marketing is pervasive and persistent. These restrictions begin to rebalance that environment, but they must be seen as the foundation, not the finish line. To genuinely reduce inequalities and support prevention, we need to address the remaining loopholes and ensure that protections apply across all the spaces where children live, learn and spend their time.”

Health Equalities Group supports the Government’s commitment to prevention and recognises the significance of this policy milestone. To achieve sustained improvements in children’s health and narrow inequalities, further action will be required. This should include reviewing the role of brand advertising, extending protections across all relevant media and physical environments, and embedding robust monitoring and evaluation to assess impact across socioeconomic groups. These steps are consistent with the wider public health evidence base and with calls for comprehensive, system-wide approaches to preventing food-related ill health.

Read the full press release here: https://www.gov.uk/government/news/landmark-junk-food-ad-ban-to-protect-kids-health