Overview

• The UK government will prohibit TV ads for 'less healthy' foods before 9pm and paid online ads for these products starting October 2025.
• The ban applies to a wide range of items, including sugary cereals, pastries, sweetened yoghurts, and fast food products like burgers and nuggets.
• Healthier alternatives, such as natural porridge oats and unsweetened yoghurt, are exempt from the restrictions.
• The government estimates the measures will prevent 20,000 cases of childhood obesity annually and remove 7.2 billion calories from children’s diets each year.
• Critics highlight potential loopholes allowing brands to advertise generically without featuring restricted products and question the ban’s long-term effectiveness.