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UK & US tighten grip on junk food marketing
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Wednesday, 28 January, 2026, 14 : 00 PM [IST]
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Our Bureau, New Delhi
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Governments in the United Kingdom and the United States have moved to tighten regulations on junk food marketing, marking a potential turning point in global nutrition policy as policymakers increasingly recognise the role of commercial marketing in driving unhealthy diets and rising non-communicable diseases.
In the UK, sweeping restrictions on advertising foods high in fat, salt and sugar (HFSS) have come into effect, barring such ads on television before 9 pm and across digital platforms at all times. Officials hope these measures will significantly reduce children’s exposure to unhealthy food marketing, a known contributor to early-life eating habits and long-term health risks. The government estimates these regulations could remove billions of unhealthy calories from children’s diets annually, reduce future obesity cases and yield long-term health benefits.
This move builds on policy momentum in the US, where updated Dietary Guidelines for Americans 2025-2030 have, for the first time, explicitly called for reductions in consumption of ultra-processed foods and those with added sugars — reflecting growing concerns about diet-related illnesses such as obesity, type 2 diabetes and cardiovascular diseases. Public health experts say targeting marketing and advertising practices, rather than focusing solely on individual choice, represents a significant conceptual shift in how governments approach the food environment.
While legislation differs in scope — with the UK’s ad restrictions focused on childhood exposure and the US guidelines emphasising broader dietary recommendations — both signals show policymakers moving away from traditional approaches that rely primarily on consumer education. Instead, they are addressing the commercial drivers that influence food preferences at scale.
Public health advocates have largely welcomed these developments, pointing to evidence linking marketing restrictions with reduced consumption of high-calorie, low-nutrient foods and lower rates of obesity. However, some industry groups have raised concerns about the economic impact and feasibility of compliance. As global obesity rates continue to rise, experts say these policies could signal the start of wider international action to reframe food marketing practices and create healthier food environments.
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