What do Americans think of regulating unhealthy food advertising to kids?

Key findings:

• 58% of US adults are concerned about children being exposed to ads for unhealthy food and drinks.
• 50% of parents with children under 18 limit screen time to reduce ad exposure.
• 57% of US adults support the UK’s new restrictions on junk food ads.
• 51% of Americans think education is the best way to protect children from harmful ads.

As the UK prepares to introduce new regulations limiting the advertising of high-fat, salt, and sugar (HFSS) food and beverage products, a new YouGov Surveys: Serviced poll of US adults shows that Americans are largely concerned about the impact of such advertising on children — and many support similar restrictions.

The survey found that 58% of US adults say they are either very or somewhat concerned about children being exposed to advertisements for HFSS products. Concern is slightly higher among adults aged 55 and older (62%) compared to those aged 35 to 54 (50%). Among younger adults aged 18 to 34, 60% express concern, suggesting that awareness spans generations.

Among parents, those with children under 18 are more likely to take steps to reduce the impact of advertising. Half of these parents (50%) limit screen time or exposure to online platforms, and 39% use parental controls or ad filters. Other common actions include discussing advertising and brand messaging with children (31%) and subscribing to ad-free platforms (25%).

When asked who should bear the responsibility for shielding children from ads promoting unhealthy foods, half of US adults (50%) say it should fall on parents and guardians. However, 15% place the responsibility on advertising regulatory bodies, and 11% believe brands and advertisers should be accountable. Younger adults aged 18–34 are more likely than other groups to assign responsibility to regulatory bodies (21%) and media platforms (13%).

Awareness of the upcoming UK regulations appears to resonate with the American public: 57% support the UK’s new restrictions on HFSS advertising, including 30% who strongly support them. Support is highest among those aged 18–34 (61%) and slightly lower among those 55 and older (53%). Fewer than one in ten (8%) US adults oppose the idea of such regulations.

In terms of what actions should be taken to protect children from harmful food and drink advertising, a majority of Americans favor educational and regulatory approaches. Half (51%) support increasing education to help children and parents better recognize and respond to advertising, while 45% support clearer labeling or disclaimers in ads. Additionally, 42% back the removal of influencers, characters, or celebrities from ads targeting children, and 35% want stricter rules on ad timing and online exposure.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on November 12-13, 2025, with a nationally representative sample of 1,237 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, race, gender, education, and region to be representative of all adults in the US (18 years or older), and reflect the latest population estimates from the Census Bureau’s American Community Survey.

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