The government has taken steps to improve public health with regulations restricting junk food ads on TV and online coming into force in January 2026. But there are gaps and advertisers can still reach people in other ways, such as through brand, rather than product, focussed ads, outdoor ads, and direct marketing such as email or app notifications. By exploring how much food and drink advertising is really affected by these new regulations, and what stronger and more effective advertising restrictions might look like, we aim to create a healthier food environment.

Through this project, we hope to gain an understanding of how food and drink advertising has changed over time, how this contributes to our health, and options for strengthening policy responses. Our ultimate goal is to reduce the impact of advertising on unhealthy eating habits, making it easier for people to make healthier choices without constant exposure to tempting but unhealthy foods.

Obesity is a critical public health challenge in the UK, with two-thirds of adults now living with excess weight. Unhealthy food advertising permeates our food environment - on billboards, online, on TV, in shops, and even through sponsorships of local sports clubs. It shapes what people see and think about food, making unhealthy choices seem normal and desirable. This is a contributing factor to rising obesity rates and poor health outcomes across the UK.

We will analyse food and drink advertising data to explore how it has changed over the last two decades. We will analyse the recently announced advertising restrictions for less healthy food and drink to understand their likely effectiveness, and lessons that can be drawn for future policymaking. 

We will explore what stronger advertising restrictions could look like, and considerations for future policy design and implementation.