First sugar-free Easter on TV as chocolate ads are pushed past 9pm

Ban on junk food adverts has cut advertising spend and prompted a debate over the policy’s impact

The UK will have its first Easter without the traditional barrage of TV ads for chocolate eggs and hot cross buns as the ban on junk food advertising makes the sweetest tradition of the year a sugar-free viewing experience.

New regulations, which came into force at the beginning of the year, prohibit products high in fat, sugar and salt from appearing in TV ads before 9pm, as part of efforts to tackle rising childhood obesity.