Research Says UK Junk Food Ad Ban Largely Ineffective

The UK government’s ban on junk food advertising before 9 pm may affect as little as 1% of the food industry’s annual advertising spend, according to new research.

The restrictions target foods high in fat, salt and sugar, prohibiting advertising before the watershed on television and completely online.

Ministers introduced the policy to help curb childhood obesity.

However, research by the innovation agency Nesta said it has been delayed, watered down and narrowed in scope so much after food industry lobbying that it will be “mostly ineffective”.

The ban came into force on January 5, 2026, eight years after it was first announced.

Nesta estimates the regulations currently apply to around £190 million of the £2.4 billion spent annually on food and drink advertising.

That represents roughly 8% of the total. However, the research warns the figure could fall sharply as companies adjust their marketing strategies.

Food companies are expected to shift spending away from pre-watershed television and online adverts, which are covered by the restrictions.

Instead, advertising budgets may move towards outdoor billboards and companies’ own social media channels, which are not included in the ban.

Nesta estimates that once the industry adapts, the policy may affect only about £20 million of annual advertising spend. That would represent barely 1% of the overall market.

John Barber, director of Nesta’s healthy life mission, said: “This policy was first announced eight years ago and in that time there have been eight consultations and four delays.

“Partly due to pressure from the industry, these delays and adjustments mean that the restrictions intended to keep us healthy are operating at a fraction of their potential. This policy is at risk of being a paper tiger.”

According to Nesta, several loopholes significantly weaken the policy’s reach.

One key issue is that the ban covers too few categories of unhealthy food. Ministers also accepted industry demands that brand advertising should still be permitted.

Outdoor advertising, including billboards, is not included in the restrictions.

Because of these exemptions, Nesta estimates that more than 60% of consumer spending on products high in fat, salt or sugar remains outside the scope of the ban.

Some foods that many people consider unhealthy can still be promoted under the rules. These include products such as chocolate spread and toffee-covered nuts.

Dr Kawther Hashem, a nutritionist and head of research and impact at Action on Sugar, criticised the outcome after years of policy discussions.

She said: “It is shocking that after nearly a decade of promises, eight consultations, four delays and constant lobbying, the UK could be left with unhealthy food advertising rules that affect as little as 1% of ad spend.

“While 1% of total ad spend is still a substantial amount in absolute terms, it falls far short of the bold action needed, and originally promised, to truly protect children from relentless unhealthy food marketing.”

Campaign groups say food companies are particularly skilled at adapting their marketing strategies when new regulations appear.

D’Arcy Williams, chief executive of the food campaign group Bite Back, warned that brands quickly find ways to bypass restrictions:

“Junk food companies are as incredibly adept as they are sinister at finding loopholes [and] shifting their marketing into places where the rules don’t apply, while young people continue to be surrounded by unhealthy food advertising every day.”

The government insists the policy remains an important step in tackling childhood obesity and improving children’s diets.

A Department of Health and Social Care spokesperson said: “We’re delivering on our pledge to restrict junk food advertising and are already seeing change – with up to 7.2bn calories set to be removed from UK children’s diets each year as a result.

“These restrictions are part of a wider package of action under our 10-year health plan, including limiting volume price promotions on less healthy foods and introducing mandatory reporting on healthy food sales.

“We’re committed to monitoring the impact of these measures and expect industry to continue to adapt.”