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English lawmakers to limit junk-food adverts aimed at children

By our African Marketing Confederation News Team | 2024

News laws are being implemented in 2025 to restrict TV ads before 9pm and ban certain online advertisements altogether.

England’s government has announced a range of new measures that will restrict or prohibit the advertising of junk food to children. TV advertisements are to be banned from airing before the 9pm, while online advertisements for products that are high in fat, salt and sugar will be banned altogether. 

 

Legislation has been promised for several years, but frequently delayed by previous Conservative-led governments to give the industry “more time to prepare”. At the time, they were criticised in some quarters for allegedly putting the interests of big business ahead of improving children’s health. 

 

Now the recently elected Labour Party government has confirmed an implementation deadline of 1 October 2025.

 

The country’s health minister, Andrew Gwynne, told parliament he was acting because of widespread concern about the number of children who are overweight. 

Photo by Alejandro Aznar from Pexels

Tackle the problem of overweight or obese children 

 

“More than one in five children in England are overweight or living with obesity by the time they start primary school, and this rises to more than one-third by the time they leave,” he said. “We want to tackle the problem head on, and that includes implementing the restrictions on junk food advertising on TV and online without further delay.” 

 

In 2022, the previous government introduced legislation to restrict the promotion of unhealthy products in shops, and to ensure healthier food are more easily accessible. However, community groups have expressed concern that these laws are not being properly enforced. 

 

Impact on Urban Health, a charity that promotes healthy living, has welcomed the announcement, but urged authorities to also enact similar measures for junk food adverts on the street, public transport and social media. 

 

Its Executive Director, Peter Babudu, told the BBC that “it is not right that children face a flood of unhealthy options and junk food advertising in the places they spend most of their time”.

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