Health minister Andrew Gwynne, this morning announced that the government will introduce a 9pm watershed on TV advertising, and a total ban on paid-for online advertising for junk food.

Under the plans, a four-week consultation to clarify the regulations has been launched in order to implement the changes without further delay.

This is fantastic news. We welcome the Government’s efforts in acting quickly to implement this legislation. Our young people at Bite Back have been campaigning for five years to see real action on this issue. These restrictions will help shield children from exposure to unhealthy food and drink advertising, which research shows significantly impacts their health.

Junk food giants bombard young people with advertising and know the loopholes. It’s critical to act now, especially when research shows that children in the UK are exposed to 15 billion junk food adverts online each year. Studies also highlight that nearly 1 in 3 young people face a future of food related ill health and chronic diseases such as type 2 diabetes and heart disease.

We know that the more junk food ads you see, the more unhealthy food you’re likely to consume. Restricting these ads will protect more young people from falling into this trap. And this isn’t just our belief — 80% of the UK public supports these restrictions.

While the previous government dragged its feet and effectively kicked the can down the road, this new government has swiftly picked it up and taken decisive steps to clarify matters for both businesses and the public.

It’s a critical move toward a healthier future for the next generation.