Gutted childhood obesity policy starts on TV and online

The policy, which comes into effect from the 5th of January 2026 has been billed as restricting unhealthy food advertising on TV and online. The policy was first promised in 2020 as a measure to champion children's health by reducing exposure to unhealthy food advertising on TV and online.

However, following a legal challenge from industry in early 2025, last summer the Government significantly weakened the policy. Entire ranges of sugary snacks and drinks will continue to be allowed to advertise online and on TV.

Under the new rules:

• Advertisements for unhealthy food brands will be allowed. This means companies can continue to advertise, even if their products are high in fat, salt, or sugar. Unhealthy foods can be promoted to children on TV and online by focussing advertisements on branding and logos, as long as the product itself isn’t shown.
• Whole product ranges will be treated as ‘brands’. An entire range of - for example - ice creams or confectionery items can be promoted, since any group of products with more than one flavour or type will be considered ‘brands’.
• Images of non-specific unhealthy foods can appear in advertising, such as unbranded sugary drinks, unidentifiable sweets or chocolate bars without packaging.

The Government’s childhood obesity strategy - released in 2022 - promised to restrict unhealthy food advertising online and on TV by 2022. Sustain is now concerned that, after five years of delays, consultations and policy rewrites, the weakened rules will have little impact and that industry interference has played a decisive role in reducing the effectiveness of the policy.

In the UK, 24 local governments, including the Greater London Authority, have introduced robust healthier food advertising policies which successfully restrict adverts for unhealthy foods and drinks. These policies have proven to reduce cases of food related ill health such as obesity, type two diabetes and heart disease, especially for those living in the most deprived areas. The Transport for London policy is estimated to have saved the NHS over £200 million. None include the loopholes adopted by national government.

Fran Bernhardt, Commercial Determinants Coordinator said:

This policy had so much potential for transforming children's health for the better. But since our Government bowed to industry pressure, businesses will be able to keep the spotlight on unhealthy food, and our children will lose out. This is a pitiful result and one the Government must put right by aligning the policy with the evidence to truly champion our children's health.