UPDATED 4th July 2025

The Obesity Health Alliance (OHA) is calling for stricter regulations to shield children from junk food marketing. The OHA's latest report recommends a 9 PM watershed to prevent junk food adverts from airing during family television programs. It also calls for a ban on brands associated with junk food from sponsoring shows popular with children.

A study conducted by the University of Liverpool reveals that 6 in 10 food adverts shown during family TV time promote unhealthy products. In the most extreme case, children were exposed to nine junk food adverts in just 30 minutes.

Key findings from the OHA report:

• 59% of food adverts aired during family TV programs are for products high in fat, sugar, and salt.
• Only 1% of adverts during these times promote fruit or vegetables.
• Fast food and takeaway adverts were shown more than twice as often as any other type of food or drink.
• Up to nine junk food adverts were shown within a 30-minute viewing window during peak family TV time.

The research, commissioned by the University of Liverpool, analysed adverts broadcast on major UK TV channels—ITV, Channel 4, and E4—between 6 PM and 9 PM, when children’s TV viewing is at its peak. Popular shows such as The Voice, Ninja Warriors, The Simpsons, Coronation Street, and Hollyoaks were monitored due to their high viewership among children.

Importantly, the study assessed whether the adverts complied with current government guidelines for children’s programming, where junk food ads are already banned. The findings indicate that despite the ban, children are still being heavily exposed to junk food marketing during family TV hours.

Protecting Children’s Health

The Obesity Health Alliance, of which HENRY is a member, is advocating for a 9 PM watershed for junk food adverts to address this concerning trend. By limiting the exposure of children to unhealthy food marketing, the Alliance aims to curb the rising levels of childhood obesity and improve public health outcomes.

As part of this push, the OHA also calls for a ban on brands associated with junk food products from sponsoring TV shows that are popular with children.

The Next Steps

With childhood obesity rates continuing to rise, it is imperative for policymakers to take action on these findings. The 9 PM watershed would mark a significant step in reducing children’s exposure to junk food marketing and creating a healthier food environment for families.

HENRY, alongside more than 40 other health charities, medical royal colleges, and campaign groups in the Obesity Health Alliance, supports these recommendations and will continue to advocate for healthier advertising standards to protect children.

Further Reading & Resources

• Obesity Health Alliance
  Learn more about the Obesity Health Alliance’s work to protect children from unhealthy food marketing and its latest recommendations on tackling childhood obesity: Obesity Health Alliance
• University of Liverpool Research on Junk Food Advertising
  Discover more about the University of Liverpool's findings on the impact of junk food adverts during family TV viewing hours: University of Liverpool - Health & Life Sciences
• NHS - Healthy Eating for Children
  Find practical tips from the NHS on helping children make healthier food choices: NHS Guide to Healthy Eating for Children
• HENRY’s Healthy Eating Tips for Families
  Explore HENRY’s advice on creating a balanced and nutritious diet for the whole family: HENRY Healthy Eating Tips
• Government Guidelines on Junk Food Advertising
  Review the government’s existing policies on junk food advertising and proposed changes to improve children’s health outcomes: GOV.UK - Obesity Policy

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