Junk food adverts are now banned on television and online as part of a drive to tackle childhood obesity. The UK-wide ban stops food and drinks high in fat, salt and sugar (HFSS) being advertised on TV before 9pm and at any time online.

The Food and Drink Federation said it is committed to promoting healthy eating and has followed new restrictions since October. The ban includes unhealthy foods, some cereals, sweetened bread, meals, and sandwiches, determined by a nutrient scoring tool.

Evidence shows advertising influences what and when children eat, shaping preferences from a young age and increasing the risk of obesity and related illnesses. The ban targets the media children and young people use most, at the times they use it. Past measures like the Soft Drinks Industry Levy led businesses to create healthier products. The measures are also promoting healthier options.

Katharine Jenner, Executive Director, Obesity Health Alliance, welcomes the new restrictions on unhealthy food and drink ads, calling it progress towards protecting children’s health and creating a healthier food environment.