It’s the (dreadful yet enjoyable) eating time of year; there is no denying or escaping it. However, the United Kingdom is determined to not fall down that slippery slope, especially when it comes to their children. “Childhood obesity is a serious and complex issue and one that we’re determined to play our part in tackling”. The United Kingdom advertising committee has barred all junk food advertising aimed at the 16 year-old and younger demographic. Beginning in July 2017, advertisements that promote food or drink categorized in high fats, salts, and sugars across all marketing outlets will be banned. “Our tough new rules are a clear demonstration that the ad industry is willing and ready to act on its responsibilities and puts the protection of children at the heat of its work”, said James Best, the Chairman of the Committee of Advertising Practice. Although the same regulations were applied to television advertising in 2007, the UK market is responding to the shifting habits amongst younger generations today – children aged 5 to 15 spend around 15 hours each week online versus watching television. The Children’s Food Campaign (which includes charities and health organizations) and local schools have been fighting this epidemic for years, schools even giving their students an extra thirty minutes a day for physical activity. All these steps are positive and influential stepping stones forward.