London: The United Kingdom has started enforcing a ban on junk food advertising to help address childhood obesity. Under the new rules, advertisements for unhealthy food and drinks are no longer allowed on television before 9 p.m. and are banned online at all times. The government says the move aims to reduce children's exposure to junk food and encourage healthier choices.

According to Philippines News Agency, the regulations, which came into force on Wednesday, are projected to remove up to 7.2 billion calories from children's diets annually, reduce the number of children living with obesity by 20,000, and deliver approximately 2 billion pounds (USD2.7 billion) in health benefits over time.

Health Minister Ashley Dalton said the restrictions are meant to give children a healthier start in life by making nutritious options easier for families to choose. Studies cited by the government show that advertising strongly influences children's eating habits.

Data show that 22.1 percent of children in England are already overweight or obese when they start primary school, rising to 35.8 percent by the time they finish. The Department of Health and Social Care said it is working with health groups and food companies to balance public health goals with economic concerns. Many food and beverage companies had already begun following the rules voluntarily since October 2025.

Health advocates welcomed the move, calling it a major step toward protecting children from harmful advertising and promoting healthier lifestyles.