Starting Monday, the UK government will enforce new regulations banning daytime TV and online advertisements for high-fat, high-sugar, and high-salt “junk foods,” in what officials describe as a “world-leading action” to combat childhood obesity.

The ban targets ads before the 9:00pm watershed and online platforms, aiming to remove up to 7.2 billion calories from children’s diets each year.

Officials estimate it could reduce the number of children living with obesity by 20,000 and deliver around £2 billion ($2.7 billion) in long-term health benefits.

The move builds on recent measures, including an expanded sugar tax on pre-packaged products such as milkshakes, ready-to-go coffees, and sweetened yoghurts. Local authorities also now have the power to prevent fast-food outlets from opening near schools.

Evidence shows that advertising strongly influences what children eat, shaping preferences from a young age and increasing risks of obesity, tooth decay, and related illnesses.

In England, 22% of children entering primary school are overweight or obese, rising to over a third by age 11.

Health Minister Ashley Dalton said the policy focuses on prevention as well as treatment, helping children lead healthier lives and easing pressure on the NHS.

Charities, including the Obesity Health Alliance and Diabetes UK, welcomed the ban, highlighting the urgent need to protect young people from unhealthy food and reduce rising risks of type 2 diabetes and other serious health complications.