UK enacts nationwide ban on ads for high-fat, salt, and sugar foods, targeting children's exposure to unhealthy marketing.

On January 4, 2026, a nationwide ban on advertising less healthful, high-fat, salt, and sugar (HFSS) foods will fully take effect in the UK. This ban will limit such advertisements on TV between 5:30 a.m. and 9 p.m. and online at all times. The rule targets only products that meet certain nutritional requirements and covers 13 food categories, including soft drinks, sweets, pizzas, and breakfast cereals. Reformulation may be encouraged by the continued promotion of healthier versions of these products. Reducing children's exposure to unhealthy food marketing, which has been linked to obesity and tooth decay, is the goal of the voluntary phase that begins in October. According to government estimates, the ban could avert about 20,000 cases of childhood obesity each year. Experts describe it as an essential step but emphasize that it needs to be a part of larger initiatives to address health disparities, food access, and affordability.