Children will see fewer ads for unhealthy food from this week as a voluntary ban by advertisers takes effect ahead of a full crackdown in January. The move to tackle childhood obesity will stop ads for “less healthy” food and drink that is high in fat, salt and sugar (HFSS) appearing on television between 5.30am and 9pm, and online at any time. Evidence shows that children’s exposure to ads for unhealthy food can influence what they eat from a young age, in turn putting children at greater risk of becoming overweight or obese. The Government has said that it estimates the ad ban will prevent around 20,000 cases of childhood obesity. “This government is taking action to end the targeting of junk food ads at kids, across both TV and online.