Overview
- Effective January 2026, advertising for high fat, salt or sugar products is barred before 21:00 on television and prohibited entirely online.
- Covered items are defined by a government nutrient profiling system, affecting categories such as sugary cereals, energy drinks, pizza, ice cream and flavored yogurts.
- The Health Ministry projects up to 70 billion fewer calories consumed by children annually and about 20,000 fewer obesity cases, with NHS savings estimated at more than €2 billion, though methods were not detailed.
- Health Minister Wes Streeting said the priority is protecting children and addressing inequalities that disproportionately affect poorer families.
- Advertisers began voluntary compliance in October, and the wider package also expands the sugar levy to milkshakes and chilled ready‑to‑drink coffees and ends common multi‑buy promotions, drawing support from public‑health leaders and criticism as state overreach from opponents.