We welcome the introduction of UK-wide restrictions on junk food advertising, a key step towards tackling childhood obesity and reducing the risk of type 2 diabetes.
We have long campaigned for legislation to stop children and young people from being bombarded by unhealthy food adverts, so we welcome the introduction of restrictions on junk food advertising, which came into force on Monday 5th January 2026 across the UK as part of efforts to tackle childhood obesity.
Under the new rules, food and drink products high in fat, salt and sugar can no longer be advertised on television before 9pm, or online at any time.
The restrictions apply to foods and drinks of most concern for childhood obesity, such as sugary drinks, confectionery, and pizzas and ice creams, as well as foods that might not be perceived as being high in fat, salt, or sugar, such as sweetened yoghurts, some breakfast cereals and porridges, sweetened bread products, and main meals and sandwiches.
The products covered by the ban are determined by their levels of saturated fat, salt and sugar.
Why this matters for diabetes and children’s health
Living with obesity and overweight is a risk factor for developing type 2 diabetes. NHS data shows that almost one in ten children in reception year are now living with obesity, and rates are highest among children living in the most deprived areas.
Linked to this, we are seeing a rise in type 2 diabetes in children and young people. This is particularly concerning because type 2 diabetes is more aggressive when it develops at a younger age, putting people at an increased risk of complications.
A step we have long called for
Together with other health bodies and charities as part of the Obesity Health Alliance, we have consistently called on the government to take stronger action to reduce children’s exposure to junk food advertising as part of a wider approach to creating healthier food environments.
In the past, we have raised concerns that delaying these restrictions risked impacting progress on childhood obesity and could lead to more children developing type 2 diabetes in the future.
This news is a welcome step towards recognising that creating healthier food environments is essential to supporting healthier lives.
More action is still needed
While this is a positive move to protect children’s health, we are concerned about the broad exemptions for brand advertising, and the limited number of product categories and media channels in scope, and together with others are calling on the government to go further to improve public health, reverse rising obesity rates and reduce the risks of type 2 diabetes.
We want to see further action to improve our food environment, including a total ban on adverts for unhealthy food on television and on our streets and an industry levy to encourage businesses to make our food healthier.
Colette Marshall, Chief Executive at Diabetes UK, said:
"With type 2 diabetes on the rise in young people, the need to improve children’s health in the UK has never been greater. Obesity is a major risk factor for type 2 diabetes, and the condition can lead to more severe consequences in young people, leaving them at risk of serious complications like kidney failure and heart disease.
"The long-awaited move to restrict junk food advertising, along with other measures such as mandatory healthy food sales reporting for businesses and the extension of the Soft Drinks Industry Levy, can help protect our children's health, creating a future where conditions like type 2 diabetes can be prevented in young people."
