Cardiff, the bustling capital of Wales, has taken a bold step in the fight against obesity and unhealthy lifestyles by approving a sweeping ban on junk food advertising across all council-owned properties. The move, green-lit by Cardiff council’s cabinet on September 19, 2025, is part of a broader policy aimed squarely at improving public health, promoting sustainability, and fostering community wellbeing. With this decision, Cardiff becomes the second local authority in Wales to implement such a ban, following closely in the footsteps of the Vale of Glamorgan, which enacted similar restrictions earlier this month, according to BBC and Wales Online.
The new policy is far-reaching in its scope. Not only does it prohibit advertisements for foods and drinks high in fat, salt, and sugar—commonly referred to by health officials as HFSS products—but it also bans ads for petrol and diesel vehicles, payday loans, tobacco, and vapes. Alcohol and religious advertising will continue to be tightly regulated, with strict controls to ensure compliance with national standards and local sensitivities, as reported by the BBC.
Cardiff council’s approach is clear: it wants to set a new standard for the types of products promoted on public assets, aligning with Welsh government policy and sending a message about the city’s values. As the council noted, the policy is complemented by broader measures to ensure that all advertising and sponsorship activity is ethical, transparent, and in harmony with the authority’s commitment to health and sustainability.
Dan De’Ath, Cardiff council’s cabinet member for climate change, summed up the motivation behind the new rules, stating, “This is about putting the health and wellbeing of Cardiff's people first. Products—such as foods high in fat, salt, and sugar—can still be advertised elsewhere in the city, and people can still make their own choices on whether to buy them or not. But stopping publicly owned assets being used to promote them is a positive step towards creating a stronger, fairer, and greener city for everyone.”
The policy is not just about junk food. By also targeting advertisements for petrol and diesel vehicles, payday loans, tobacco, and vapes, the council aims to promote healthier and more sustainable choices across the board. The hope is to encourage brands to shift focus and promote healthier options, nudging both businesses and residents toward better habits.
Alcohol and religious advertising, while not outright banned, will be subject to rigorous scrutiny. All such ads must comply with national standards, and the council has pledged to ensure that they are sensitive to the local community’s values and norms. This nuanced approach reflects Cardiff’s desire to balance public health priorities with respect for diversity and freedom of expression.
Importantly, the new ban on junk food advertising is just one piece of a much larger puzzle. Starting in March 2026, new regulations set by the Senedd—the Welsh Parliament—will further restrict how and where shops and websites can display foods high in sugar, fat, and salt. These rules are designed to curb impulse buying by removing junk foods like pizza, chocolate, and cereal from prominent spots such as shop entrances and the ends of aisles. Sugary drink refills and popular promotional deals, like buy-one-get-one-free offers, will also be phased out in larger businesses, specifically those with 50 or more employees. Shops that violate these regulations could face fines, underscoring the seriousness of the government’s commitment to tackling obesity.
Jeremy Miles, Wales’ Health Secretary, has been a vocal proponent of these changes. He described the upcoming regulations as a crucial part of the government’s strategy to address what he called “Wales’ growing obesity problem.” According to BBC, Miles stated that the measures would help “tackle Wales’ growing obesity problem,” a sentiment echoed by many public health advocates who have long argued for stronger action against the marketing of unhealthy foods.
From March 2026, the rules will not only affect the placement of HFSS foods but will also clamp down on promotional tactics that encourage overconsumption. For instance, junk food products will be prohibited from being displayed within two metres of tills or queueing zones—a common trigger for spontaneous purchases. Meanwhile, eateries and fast-food outlets will no longer be allowed to offer complimentary sugary drink top-ups, a move intended to reduce unnecessary sugar intake, as highlighted by Wales Online.
The council’s decision to move ahead with these advertising restrictions comes after mounting evidence linking the aggressive marketing of unhealthy foods to rising obesity rates, especially among children. Health experts have consistently warned that exposure to junk food advertising can influence dietary choices and lead to lifelong health issues, including diabetes and heart disease. By acting now, Cardiff hopes to stem the tide and set an example for other cities in Wales and beyond.
Of course, the policy is not without its critics. Some argue that restricting advertising on council property may have limited impact if unhealthy products continue to be promoted elsewhere. Others worry about the implications for local businesses that rely on advertising revenue or question whether such bans infringe on personal choice. However, the council has been careful to stress that the policy does not prevent HFSS products from being advertised elsewhere in the city or sold to willing consumers; it simply ensures that public assets are not used to promote products that are widely recognized as detrimental to health.
To ensure that the new rules remain relevant and effective, Cardiff council has committed to reviewing the policy every three years. This regular review process will allow the council to assess the impact of the ban, make adjustments as needed, and respond to new evidence or emerging trends. In the meantime, existing advertising contracts will be honored until they expire, providing a transition period for affected businesses and organizations.
The move by Cardiff council is part of a growing trend among local authorities and governments worldwide to use policy levers to promote healthier lifestyles. From London’s ban on junk food ads across its transport network to similar measures in cities across Europe and North America, there is increasing recognition that the environment in which people live, work, and play has a profound impact on their health. By taking action at the local level, Cardiff hopes to contribute to a broader cultural shift—one that puts health, fairness, and sustainability at the heart of public life.
As the city prepares for the rollout of even stricter regulations in 2026, all eyes will be on Cardiff to see how effective these measures prove to be. For now, the council’s message is clear: public health comes first, and the city is committed to leading by example—one advert at a time.
