The United Kingdom has joined a growing list of countries introducing restrictions on junk food advertising as part of efforts to curb childhood obesity.
From Monday, January 5, 2026, advertisements for foods high in fat, salt and sugar (HFSS) will be banned on television before 9 pm and prohibited online at all times. The measures target products commonly linked to obesity, including soft drinks, sweets, pizza and ice cream.
Childhood obesity significantly increases the risk of type 2 diabetes, heart disease and other long-term health conditions.
Globally, one in five children aged 5–19 is overweight. In Kenya, about 3 per cent of children under five and 13 per cent of teenage girls are overweight or obese.
Similar advertising restrictions are already in place in countries such as France, Norway, Sweden and South Korea. Kenya is also planning tighter controls to better protect children.
The UK government estimates the new regulations will remove up to 7.2 billion calories from children’s diets each year, prevent around 20,000 cases of childhood obesity, and generate approximately £2 billion in long-term health benefits.
Research shows that advertising has a powerful influence on children’s eating habits, shaping food preferences from an early age and increasing the likelihood of obesity and related illnesses.
In England, 22.1 per cent of children are overweight or obese when they start primary school, a figure that rises to 35.8 per cent by the time they leave. Tooth decay also remains the leading cause of hospital admissions among children aged 5–9.
UK Minister for Health Ashley Dalton said the ban would help make “the healthy choice the easy choice for parents and children,” underscoring the government’s emphasis on prevention rather than treatment.
The new rules build on earlier initiatives such as the Soft Drinks Industry Levy and complement other measures, including the Healthy Food Standard, restrictions on fast-food outlets near schools, and limits on sugar and energy drinks for children.
Health experts have welcomed the move, noting its potential to create healthier food environments and reduce obesity-related diseases.
The Food and Drink Federation (FDF) has voluntarily complied with the new restrictions since October and says it remains committed to promoting healthier diets.
The ban covers a broad range of products, including certain breakfast cereals, sweetened breads and some main meals. Products are classified using a scoring system based on their saturated fat, salt and sugar content.
Plain oats, most porridge, muesli and granola are exempt, although versions with added sugar or chocolate may still be restricted.
Manufacturers will still be able to advertise healthier versions of products, encouraging reformulation. The ban applies only to adverts featuring unhealthy products, meaning brands can continue to promote their names. Breaches of the rules may lead to action by the Advertising Standards Authority.
Katherine Brown, professor of behaviour changes in health at the University of Hertfordshire, described the ban as “long overdue and a move in the right direction.”
In Kenya, the Ministry of Health announced on June 9, 2025, plans to curb the advertising and consumption of unhealthy foods, particularly among children, as part of efforts to address the rise in diet-related non-communicable diseases (NCDs).
The ministry plans to develop a Nutrient Profile Model to set clear thresholds for sodium, sugar and saturated fats.
Proposed measures include stricter controls on advertising aimed at children, front-of-pack nutrition labelling, and policies to reduce the consumption of sugar-sweetened beverages.
“The Ministry of Health is stepping up efforts to address the growing threat of diet-related Non-Communicable Diseases by reinforcing Kenya’s food policy framework,” the ministry said.
Although the framework has been announced, a formal ban on junk food advertising has yet to be enforced, with Kenya drawing lessons from countries such as Singapore, where similar policies have been effective.
The World Health Organisation (WHO) strongly supports bans on junk food marketing to children, citing evidence that advertising shapes food preferences and contributes to obesity and related diseases.
WHO recommends government-led regulations across all media platforms, including online spaces, using nutrient profile models to identify unhealthy products. It stresses that voluntary industry measures alone are insufficient.
According to the WHO, strict laws are the most effective way to protect children’s health.
WHO also warns that regular consumption of junk food—foods high in sugar, salt and unhealthy fats—poses serious health risks, especially when exposure begins at a young age.
Frequent intake of energy-dense, nutrient-poor foods directly contributes to overweight and obesity. In children, obesity often continues into adulthood, increasing the risk of long-term health problems.
Junk food consumption is strongly linked to non-communicable diseases such as type 2 diabetes, heart disease, stroke and certain cancers, with obesity being a major risk factor. High salt and unhealthy fat content can also raise blood pressure and contribute to cardiovascular disease.
Sugary foods and drinks are a leading cause of tooth decay, particularly among children. In addition, junk food can displace healthier options, leading to deficiencies in essential nutrients and negatively affecting growth, cognitive development and overall health.
WHO emphasises that early exposure to junk food shapes lifelong eating habits and heightens the risk of chronic disease. It recommends limiting marketing to children, introducing nutrient profiling and front-of-pack labelling, and promoting diets rich in fruits, vegetables, whole grains and lean proteins.
Globally, an estimated 188 million children and adolescents aged 5–19 are living with obesity, representing about 9.4 per cent of that age group. This marks a sharp rise from around 3 per cent in 2000. In total, approximately 391 million children and adolescents aged 5–19 are overweight.
In Kenya, if current trends persist, projections suggest that by 2030, more than 1 million children aged 5–19 could be living with obesity.