It is hoped that the ban will help protect children from developing long-term unhealthy eating habits, with research showing that children are exposed to more than 15 billion adverts for products high in fat, sugar and salt (HFSS) online every year.
Health campaigners have welcomed the proposals, which would be the toughest digital marketing restrictions in the world and go much further than previous suggestions this summer. Restricting HFSS adverts on television before 9pm was already announced in July.
Evidence shows that exposure to HFSS advertising can affect what children eat and when they eat, both in the short term by increasing the amount of food children eat immediately after being exposed to an advert, and by shaping longer-term food preferences from a young age.
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