The UK government has introduced a nationwide ban on advertisements for junk food, effective from Monday, 5th January 2026, as part of efforts to combat rising childhood obesity rates. The ban prohibits food and drinks high in fat, salt, and sugar (HFSS) from being advertised on television before 21:00 and at any time online. Products affected include soft drinks, chocolates, sweets, pizzas, ice creams, certain breakfast cereals, sweetened bread products, and ready meals.

The regulations use a nutrient profiling scoring system to determine which products fall under the ban, balancing nutritional value against levels of saturated fat, salt, and sugar. Healthier alternatives can still be advertised, encouraging manufacturers to develop improved recipes. Interestingly, fast-food companies can continue brand-name advertising, provided specific unhealthy products aren't shown. The Advertising Standards Authority will enforce compliance.

NHS statistics reveal that 9.2% of reception-aged children live with obesity, while one in five 5-year-olds has tooth decay. Obesity costs the NHS over £11 billion annually. Research demonstrates that children's exposure to unhealthy food advertisements significantly influences their eating habits from an early age, increasing obesity risk. The UK government predicts this ban will prevent approximately 20,000 childhood obesity cases.

Professor Katherine Brown from the University of Hertfordshire welcomed the ban as long overdue, noting children's particular vulnerability to aggressive marketing of unhealthy foods. The Food and Drink Federation stated manufacturers have voluntarily followed these restrictions since October and have already reduced salt, sugar, and calories in products by significant margins over the past decade. However, experts emphasise the need for nutritious options to become more affordable and accessible alongside advertising restrictions.

Reference:

Junk food TV and online advert ban comes into force Junk food TV and online advert ban comes into force - BBC News (accessed 5.1.26)

ANSWER THE FOLLOWING QUESTIONS!

1. Use the concept of vicarious reinforcement to explain how children's exposure to junk food advertisements might influence their eating behaviour.

2. Name and briefly explain the mediational processes involved in learning behaviour.

3. Apply the mediational processes to explain the process by which a child might learn unhealthy eating behaviours from television advertisements (you can apply your answer to a specific advert if you prefer; here is an example of one: The New Kid | Doritos Commercial )

4. The ban allows brands to continue to advertise their brand, without showing specific products. Why might critics argue that this limits the effectiveness of the ban?

5. Using your knowledge of social learning theory, suggest why the junk food advertising ban focuses on adverts directed at children, rather than adults.