Campaigners have welcomed UK restrictions on junk food advertising coming into effect in the fight against childhood obesity. But they warned that allowing brands to promote would dilute the impact of the ban. From 1 January 2026, adverts for less healthy food and drink will be banned on TV between 5.30pm and paid adverts between 5.30pm and 1pm. Companies can thus advertise using their brand or logo where viewers identify unhealthy products. Billboards and other types of advertising will remain unaffected. Under the new rules, items high in fat, salt and sugar in 13 categories cannot be advertised on pre-breakthrough TV or online.