Free sugars – sugars added to food or released through processing – are more damaging to health than sugars found naturally in whole fruit, vegetables and dairy. Children are currently consuming around twice the recommended level of free sugars, contributing to tooth decay being the leading cause of hospital admissions for five‑ to nine‑year‑olds, and rising rates of obesity. More than one in five children leave primary school obese and with tooth decay, increasing their risk of lifelong conditions such as type‑2 diabetes, cardiovascular disease and some cancers. Obesity alone is estimated to cost the NHS over £9 billion a year. There is no single solution to obesity, but evidence shows that diet is shaped by what children see, where food is placed, and how it is promoted. Advertising, price and location promotions for unhealthy products influence children’s preferences and purchases from a young age. Many high‑sugar products are also marketed as healthier than they really are, which can mislead parents. That is why we are consulting on strengthening advertising and promotions restrictions on ‘less healthy’ food and drink. We estimate this could prevent up to 110,000 cases of childhood obesity and around 1,700 cases of childhood asthma, helping give children the healthiest possible start in life. What is already in place Current restrictions ban advertising ‘less healthy’ food and drink on TV between 5.30am and 9pm and paid‑for online advertising at any time, removing an estimated 7.2 billion calories from children’s diets each year. Promotions restrictions also ban volume price offers and prominent placement in locations such as checkouts and aisle ends, leading to 2 million fewer ‘less healthy’ products sold each day. Businesses can still advertise healthier alternatives, and we are encouraging reformulation. This sits alongside wider action, including the Soft Drinks Industry Levy, banning the sale of high‑caffeine energy drinks to under‑16s, supervised toothbrushing for young children, and expanded free school breakfast clubs and Healthy Start support. What we are proposing The current system is based on a nutrient profiling model more than 20 years old, which does not reflect modern dietary advice. Since 2015, guidance has been clear that children should eat less free sugar and more fibre. The updated model reflects this and better balances beneficial nutrients against salt, sugar and saturated fat. We are consulting on applying this updated model to existing restrictions. This would bring more products of concern into scope, including some sweetened cereals and fruit yoghurts marketed to children, helping parents make more informed choices and reducing children’s exposure to misleading marketing. The evidence Advertising and promotions restrictions are designed to reduce children’s exposure to ‘less healthy’ products. Evidence shows this exposure shapes eating habits from a young age and increases the risk of obesity, which is a major driver of ill health in later life. We estimate that applying the updated model could reduce childhood obesity by over 110,000 cases, adult obesity by almost 520,000 cases, and deliver long‑term health benefits worth around £27 billion.

https://healthmedia.blog.gov.uk/2026/03/26/why-we-are-taking-action-on-less-healthy-food-and-drink/