Foods and drinks high in fat, salt and sugar cannot be advertised on TV before 9 pm or online at any time. Companies may advertise brands and healthier versions of products, but not specific banned items. The UK government estimates the ban will prevent around 20,000 cases of childhood obesity.


The ban covers products linked to childhood obesity, including soft drinks, chocolates, sweets, pizzas and ice creams. Product inclusion is determined by a nutrient-scoring tool that assesses saturated fat, salt, and sugar levels. Non-compliance may lead to action by the Advertising Standards Authority.