Labour’s ‘nanny state’ junk food ad ban trashed by ex-Fat Families host Steve Miller: ‘Won’t work!’

He expressed scepticism about the ban's effectiveness, arguing that children primarily consume media through social platforms and apps rather than television.

Miller also emphasised parental responsibility, stating: "Parents are the power when it comes to children and their weight and their health."

Labour has confirmed that a ban on junk food TV adverts before 9pm will come into force on 1 October 2025. The measure will be accompanied by a total ban on paid-for online adverts for products high in fat, salt and sugar.

Health Minister Andrew Gwynne announced the decision in a written statement to the Commons on Thursday. The move aims to tackle childhood obesity and protect children from exposure to unhealthy food advertising.

Gwynne emphasised the urgency of addressing childhood obesity, stating: "More than one in five children in England are overweight or living with obesity by the time they start primary school, and this rises to more than one third by the time they leave."

The minister added that the restrictions would "help protect children from being exposed to advertising of less healthy food and drinks, which evidence shows influences their dietary preferences from a young age."

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Health campaigners have welcomed the move. James Toop, chief executive of Bite Back, part of Jamie Oliver's organisation, said: "This is fantastic news. These restrictions will help shield children from exposure to unhealthy food and drink advertising, which research shows significantly shapes their relationship with food."

Katharine Jenner, director of the Obesity Health Alliance, added: "For too long the food industry has consistently pushed back on these incoming restrictions on advertising unhealthy food on TV before 9pm, and online at any time, saying they need to have 'more time to prepare'. Not any more."

The ban on junk food adverts is part of a broader Labour strategy to reform the NHS and address public health concerns. Prime Minister Sir Keir Starmer has promised significant changes, including a transition to a digital NHS and a focus on sickness prevention.

Similar restrictions are already in place on London's transport network, where Mayor Sadiq Khan banned ads for high-sugar food and drinks in 2019. The new national policy extends these protections to television and online platforms.