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Francine Joyce interview on national French TV
From 5 January 2026, the UK government has introduced new rules banning adverts for “less healthy” food and drink that are high in fat, salt and sugar (HFSS):
• On TV before 9 pm
• Online at all times (paid advertising)
This applies to foods like soft drinks, sweets, chocolates, crisps, pizzas, cakes, ice cream and certain breakfast cereals and sandwiches, among others.
Why the UK government introduced it ?
To tackle childhood obesity
The government says children are exposed to too many ads for unhealthy foods, which research links to poor diets and rising obesity and tooth decay rates among young people.
Health & cost benefits
Officials estimate the ban could:
- Remove up to 7.2 billion calories from children’s diets each year
- Prevent around 20,000 cases of childhood obesity
- Deliver roughly £2 billion in long-term health benefits
- Reduce long-term pressure on the NHS — where obesity and related conditions cost billions annually.
How it fits with wider UK policy ?
This advertising ban is part of a broader childhood obesity strategy, which already includes other measures such as:
- Restricting placement of HFSS products in supermarkets
- Sugar reduction initiatives in certain foods
- Possible future limits on promotions like buy-one-get-one-free deals
These aim to create healthier food environments overall.
What it means for families ?
- Parents & children will see fewer ads promoting unhealthy foods on TV during family viewing times and across social media, websites and streaming services.
- Food companies are expected to gradually shift their marketing — and potentially product recipes — toward healthier options.
- You can still buy these foods; the ban only affects advertising, not sales.
