New government restrictions on advertising unhealthy food and drinks to children have come into force today, but a major new poll reveals that nearly half of all Britons believe the measures do not go far enough.
Public Backs Stronger Crackdown on Marketing
The survey, conducted for the youth-led charity Bite Back by More in Common, found that 49% of the public think the Government is not doing enough to protect children's health and should impose stricter curbs on junk food advertising.
The new rules, which took effect on 5 January 2026, ban paid-for online adverts for products high in fat, salt, or sugar (HFSS) and restrict them on TV before the 9pm watershed. Products impacted include soft drinks, chocolates, sweets, pizzas, and ice cream, with some breakfast cereals, porridges, and ready meals also falling under the rules if they are deemed less healthy.
However, the poll indicates strong public support for extending the crackdown. Two-thirds (67%) of adults said it is unacceptable for food companies to target children with junk food adverts at all.
Calls to Close the "Outdoor Advertising" Loophole
Campaigners are urging ministers to tackle the significant loophole of outdoor and out-of-home advertising, which remains unaffected by the new regulations. The poll shows more than half of the public support a ban on billboards (55%) and ads on public transport (56%) promoting unhealthy food.
Bite Back warns that deprived communities are disproportionately targeted by such outdoor marketing, risking a deepening of the nation's stark health inequalities.
Farid, a 17-year-old campaigner from Manchester, said: "This is about building on progress, not undermining it. The reality, however, is that junk food adverts will still dominate streets, transport routes and public spaces. Outdoor advertising is a major source of exposure for children, and the public – including our parents – clearly supports closing this gap."
A Step Forward, But Not the Finish Line
The government states the new rules will remove 7.2 billion calories from children’s diets annually, reduce the number of young people living with obesity by 20,000, and deliver around £2 billion in long-term health benefits.
Health Minister Ashley Dalton said the move was part of a pledge to give every child the healthiest start in life, shifting focus from treating sickness to preventing it.
Yet, with one in ten reception-age children obese and one in five suffering from tooth decay by age five, campaigners argue the fight is far from over. D’Arcy Williams, Chief Executive of Bite Back, called the long-delayed restrictions a "major moment" but insisted: "This cannot be the end of the story."
The charity emphasises that further action, including implementing comprehensive Healthy Food Standards, is essential to create genuinely healthier environments for young people to grow up in.
