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Ministry of Health and Family Welfare | FSSAI
On January 5, 2026, the United Kingdom officially implemented a “world-leading” ban on junk food advertising to tackle the rising crisis of childhood obesity. The landmark regulations prohibit the advertising of “less healthy” food and drinks on television before a 9pm watershed and impose a total ban on paid-for online adverts.
Key details of the ban include:
Targeted Restrictions: The ban focuses on products high in fat, salt, and sugar (HFSS) across 13 major categories, including soft drinks, savoury snacks, breakfast cereals, and pizzas.
Health Impact: The move is projected to remove 7.2 billion calories from children’s diets annually and reduce the number of children living with obesity by 20,000.
Economic Benefits: The government estimates that the policy will deliver approximately £2 billion in long-term health benefits by reducing the burden on the NHS.
Prevention First: This policy is a core pillar of the UK’s “10 Year Health Plan,” shifting the focus from treating sickness to preventing it at the root.
Legislative Scope: While TV and online spaces are heavily restricted, the law currently excludes billboards and other outdoor advertising, though public health experts continue to push for a national ban on these channels.
What is a 9pm Watershed? It is a legally mandated time limit before which certain content—in this case, advertisements for unhealthy food—cannot be broadcast on television. By setting the limit at 9pm, the policy ensures that such adverts are kept away from the peak viewing hours of children, effectively reducing their daily exposure to “persuasive” marketing that shapes long-term eating habits.
Policy Relevance
While the UK has taken a world-leading mandatory step, India is currently at a “crossroad of civilization,” facing a double burden of malnutrition and rapidly rising childhood obesity. The UK’s “Prevention First” model offers a critical blueprint for the Ministry of Health and Family Welfare and the FSSAI as they navigate similar public health challenges.
Strategic Impact for India:
Closing Regulatory Gaps: India currently relies heavily on voluntary self-regulation by major food companies, which public health advocates argue is ineffective. The UK’s success could catalyze a shift toward a clearly worded mandatory law in India.
Strengthening FSSAI Guidelines: Current Indian regulations only ban junk food sales and ads within 50 metres of school campuses. The UK’s “online total ban” highlights the need for India to address the digital marketing that reaches children outside of school hours.
Combating NCDs: With 100 million cases of diabetes in India, regulating ultra-processed food (UPF) is no longer a policy option but a “public health necessity” to halt the pandemic of non-communicable diseases.
Warning Labels vs. Star Ratings: While the UK uses a strict nutrient profiling model, India is debating between “Health Star Ratings” and “Warning Labels”. The UK’s decisive stance reinforces the argument that simple, direct visual cues are more effective for diverse populations.
Relevant Question for Policy Stakeholders: How can the FSSAI coordinate with the Ministry of Information and Broadcasting to evolve India’s ‘voluntary’ code into a mandatory national ‘watershed’ for HFSS advertisements, ensuring that the 43 lakh Indian children under age 5 who are already obese are protected from pervasive digital marketing?
Follow the full news here: Landmark junk food ad ban to protect kid’s health