A ban on junk food advertising before 9pm on TV will be enforced from 1st October 2025, as confirmed by the government. The restrictions are aimed at reducing childhood obesity, with Labour also introducing a ban on paid-for online adverts. Initially proposed by the Conservative government in 2021, the measure was delayed giving industries time to adjust. Health Minister Andrew Gwynne emphasised that the restrictions would help protect children from being influenced by adverts for unhealthy foods.

The new rules are part of broader efforts to improve children's health. Labour’s manifesto also included a pledge to prohibit under-16s from purchasing high-caffeine energy drinks. Simon Dixon, head of policy at the Royal Society for Public Health, welcomed the ban, stating it is crucial for tackling childhood nutrition and supporting a healthier future for the next generation.

The restrictions will define unhealthy products based on their fat, salt, or sugar content. A two-stage approach will clarify which items fall under these rules, with specific exemptions for baby formula, medicinal drinks, and certain diet products. Additional guidance will be provided to businesses to ensure clarity on which products are affected.

The government will also hold a short consultation to determine how the restrictions apply to Internet Protocol Television (IPTV). While the ban is seen as a positive step, organisations like Impact on Urban Health urge further action to address junk food adverts in public spaces and on social media.