Overview
- The rules prohibit paid online advertising for high‑fat, salt and sugar products at all times and bar television spots before 21:00.
- Coverage is defined by an official nutrient‑profiling system that captures items such as confectionery, ice cream, pizza, energy drinks and flavored yoghurts.
- The Advertising Standards Authority is tasked with enforcement, following voluntary limits many advertisers adopted from October that reshaped Christmas campaigns.
- Ministers project up to 70 billion fewer calories in children’s diets each year, around 20,000 fewer obesity cases and savings of roughly £2 billion for the NHS.
- The measures form part of a wider obesity strategy that expands the sugar levy and curbs multibuy promotions, as debates continue over effectiveness and food affordability.