The United Kingdom on Monday introduced a nationwide ban on junk food advertising on TV and online, aiming to combat rising childhood obesity.

Under the new regulations, foods and drinks high in fat, salt, and sugar (HFSS) are prohibited from being advertised on television before 9 p.m. and from being promoted through paid online ads at any time.

“Children will be protected from excessive exposure to unhealthy food adverts on television and online,” the Department of Health said in a statement.

The department said the new rules are expected to lower the number of children with obesity by 20,000 and generate about £2 billion ($2.68 billion) in long-term health benefits.

Official statistics show that 22.1 per cent of children in England are overweight or obese when they start primary school, rising to 35.8 per cent by the time they finish.

The Executive Director of the Obesity Health Alliance, Katharine Jenner, praised the move, saying it will finally shield children from the “worst offending” junk food ads.

The Chief Executive of Diabetes UK, Colette Marshall added that the urgency to improve children’s health “has never been greater,” as type 2 diabetes continues to rise among young people.

“Obesity is a major risk factor for type 2 diabetes, and the condition can lead to more severe consequences in young people, leaving them at risk of serious complications like kidney failure and heart disease,” she said.

The new measures were initially announced by the Conservatives in 2021 but faced two delays.

They follow Health Secretary Wes Streeting’s announcement that milkshakes and lattes will be subjected to a sugar tax for the first time as part of efforts to fight obesity.