The government has officially confirmed that a ban on junk food advertising before 9 p.m. on television will be introduced next year as part of a broader strategy to reduce childhood obesity. Alongside this, a full ban on paid-for online advertising of unhealthy foods is set to come into effect, delivering on a key Labour manifesto pledge.
Health Minister Andrew Gwynne outlined that the introduction of these restrictions is designed to give businesses time to adjust, with the ban set to be implemented by the 1st of October 2025. These measures, which had been previously delayed under Conservative leadership, are now moving forward without further postponement, despite earlier resistance from the fast-food industry.
The scale of the issue is stark, with more than 20% of children in England overweight or obese by the time they start school—a figure that rises to over a third by the time they leave. Gwynne added that the government is determined to address the problem directly, and the new rules will play a vital part in their strategy.
Several local authorities, such as those in York and Sheffield, have already introduced or are planning to introduce their own restrictions on junk food advertising. The government’s broader ban will include not just TV but also online advertising, and a short consultation is underway to determine how the rules will apply to streaming services like IPTV.
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Public support for these changes remains strong, with a recent survey showing that 80% of adults are in favour of banning junk food advertising directed at children on both television and online platforms.
Industry experts have expressed differing views on the potential impact of the upcoming changes on advertising strategies. Many foresee an initial shift away from paid media, as brands reassess their marketing approaches and focus on other areas of their operations. In response to the new regulations, companies are likely to explore alternative channels that remain unaffected, such as Out-of-Home (OOH), radio, and cinema.
As brands adapt to the regulatory landscape, outdoor advertising, including billboard and bus stop advertising, presents itself as a vital solution. With tighter restrictions on TV and online advertising, OOH offers an ethically compliant and highly visible platform to engage a broad audience. Its versatility and reach make it an effective tool for maintaining brand presence in an evolving advertising environment.
