Britain will ban television advertising of high-fat and sugary foods before 9pm from October 2025, as part of efforts to reduce childhood obesity rates.
The restrictions target products deemed “less healthy” under government nutrition standards, including croissants, muffins, sugary cereals, biscuits, and sweetened yoghurts. Natural yoghurts and healthier versions will still be advertised.
The ban extends to hamburgers, frozen chicken nuggets, carbonated drinks, energy drinks, and certain fruit juices with added sugars. Online advertising faces similar restrictions.
NHS data shows nearly 10% of four-year-olds are obese, while one in five five-year-olds has dental decay from excessive sugar consumption. The government estimates the advertising ban could prevent 20,000 cases of childhood obesity annually.
Labour plans additional health prevention measures, including banning energy drinks for under-16s.
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