New regulations came into force on Monday in Britain banning daytime television and online advertisements for so-called junk foods, a move the government has described as a “world-leading action” to tackle rising childhood obesity.

The ban targets advertising for products high in fat, salt or sugar and applies to all TV adverts aired before the 9pm watershed, as well as paid advertising across online platforms. According to the health ministry, the measures are expected to cut up to 7.2 billion calories from children’s diets every year.

Officials say the policy could reduce the number of children living with obesity by around 20,000 and deliver health benefits worth nearly £2 billion annually. The regulations were first announced in December 2024 and form part of a wider push to shift the healthcare system towards prevention.

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The move builds on earlier steps, including the extension of the sugar tax to pre-packaged items such as milkshakes, flavoured coffees and sweetened yoghurt drinks. Local councils have also been empowered to block fast-food outlets from opening near schools.

The government argues strong evidence shows advertising shapes children’s eating habits from an early age. In England, 22 per cent of children are overweight or obese when starting primary school, a figure that rises to more than one-third by the time they reach secondary school.

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Health officials also point to tooth decay as the leading cause of hospital admissions among children aged five to nine.

Health Minister Ashley Dalton said restricting junk food advertising would reduce children’s exposure to unhealthy products and help people lead healthier lives. Health charities, including the Obesity Health Alliance and Diabetes UK, welcomed the ban, warning that obesity is a key driver behind the rise of type 2 diabetes in young people.