August M
Rising levels of childhood obesity and mounting pressure on public healthcare have pushed British authorities to revisit how food is promoted to young audiences. Officials say long-term dietary habits are being shaped too early, with lasting consequences for health and public spending.
The policy follows years of debate and negotiations with the food industry, amid concerns that advertising plays a decisive role in children’s food choices.
Growing health toll
According to figures cited by Digi24.ro, based on reporting from EFE, around one in ten children aged four to five in the United Kingdom is affected by obesity.
The government estimates that treating obesity-related conditions costs the public health system more than £11 billion each year.
Officials argue that limiting exposure to promotions for unhealthy foods could significantly reduce calorie intake among children.
Government modelling suggests that such measures could cut consumption by more than seven billion calories annually.
The same estimates indicate that preventing excessive intake at a young age could avert roughly 20,000 cases of obesity among minors and save about £2 billion in healthcare costs over time.
What products qualify
The legislation focuses on foods considered unhealthy because of high levels of sugar, salt or saturated fat. Authorities identified 13 categories that fall under the rules.
These include products commonly associated with poor nutrition, such as carbonated drinks, chocolate, biscuits, industrial cakes, ice cream and certain breakfast cereals. Broader categories like pizza, sandwiches and ready-made meals are also included if they meet at least two nutritional risk criteria.
The government stressed that the policy does not target individual brands. Instead, it aims to encourage manufacturers to reformulate products and reduce harmful ingredients.
Advertising limits explained
Advertising restrictions will apply across major media platforms. As reported by Digi24.ro, television and radio commercials for affected products will no longer be allowed between 5:30 a.m. and 9:00 p.m.
Digital promotion will face stricter controls. Advertising for these foods will be banned entirely on social media throughout the day, reflecting concerns about children’s online exposure.
Outdoor advertising will remain permitted. Posters and displays will still be allowed in public spaces such as bus stops, billboards and shop windows
Sources: Digi24.ro, EFE
