Britain introduces laws to restrict junk food advertising to children

Banned products are those deemed to be high in fat, sugar and salt. According to the non-profit organisation Diabetes UK, the restrictions apply to foods and drinks of most concern for childhood obesity – such as sugary drinks, confectionery, pizzas and ice creams. 

Also included are sweetened yoghurts, some breakfast cereals and porridges, sweetened bread products, and main meals and sandwiches. 

“We have long campaigned for legislation to stop children and young people from being bombarded by unhealthy food adverts, so we welcome the introduction of restrictions on junk food advertising,” Diabetes UK says in a statement. 

However, there are exceptions within the new legislation, which has led to criticism from various sectors of UK society.  

The Guardian newspaper reports that brand advertisements which do not show products are still allowed. 

Switch from product advertising to brand advertising 

“Legislation permits companies to switch from product advertising to brand advertising, which is likely to significantly weaken [the] impact [of the new rules],” Anna Taylor, the Executive Director of the Food Foundation campaign group, is quoted as saying. 

“We can’t stop here; we must remain focused on the goal: banning all forms of junk food advertising to children.” 

Last month, the UK-based Food Foundation released its annual report, which found that food companies had been shifting their ad spend into other media before the TV and online ban. 

Food companies’ spend on outdoor media such as billboards and poster sites – which are subject to junk food ad bans only if they are located within 100 metres of premises such as schools or leisure centres – rose 28% between 2021 and 2024. 

The report found that McDonald’s had increased its outdoor advertising spend by the biggest percentage across the three-year period. 

“While this [legislation] is a positive move to protect children’s health, we are concerned about the broad exemptions for brand advertising, and the limited number of product categories and media channels,” Diabetes UK says. 

“We want to see further action to improve our food environment, including a total ban on adverts for unhealthy food on television and on our streets, and an industry levy to encourage businesses to make our food healthier.”