Many children are growing up today in contexts where it is difficult to eat well and be active. This can lead to overweight and obesity in childhood, and health problems later in life.
In the United Kingdom, they are now trying to do something about it by stopping advertising for, among other things, fast food and other foods that are considered less healthy. The idea is that the new legislation will protect children from advertising that can affect how they eat.
The new ban was intended to apply from October 1, but after lobbying by the food industry, it has been postponed until January 2026, which has been criticized by others. Some companies have, however, decided to voluntarily follow the ban from the autumn, even if it is not legally applicable until January 5.
Soda and sweetened yogurt
But the stop is not just delayed, it has also been watered down. When it is finally introduced, it will not apply to general advertisements for brands, but only to specific products with high content of saturated fat, salt, and sugar that are classified as less healthy according to a government scoring system. This includes, among other things, certain fast food, sugary drinks, ready meals, candy, and sweetened yogurt.
But even general advertising for fast food companies can have a negative effect. A study that was published in the spring concludes that children eat noticeably more calories after watching fast food commercials for a few minutes, regardless of whether the advertising shows specific foods or general advertisements for fast food brands, writes The Guardian.
Want to reduce impulse purchases
In the new regulations, TV advertisements for less healthy food should not be shown before 9 PM, and not in paid advertising on the internet. In, among other places, Wales' capital Cardiff, the municipality has already banned fast food advertising at its properties, reports BBC.
From March 2026, the national assembly in Wales, Senedd Cymru, will regulate where stores and sites can display food with high sugar, fat, and salt content. The idea is that impulse purchases of unhealthy foods will decrease.
In 2035, 41 percent of British children in the 10-11 age group are expected to be overweight, according to an analysis from Royal society for public health.
