The year is 2013. Macklemore and Katy Perry are on the charts. Children everywhere are about to lose their minds for Frozen. Most of the population has never even heard of a coronavirus.

In London, WCRF International’s recently established Policy & Public Affairs team has been hard at work developing the NOURISHING policy framework.

Following the success of NOURISHING, in 2018 the EU-funded CO-CREATE project enabled WCRF International to develop the MOVING policy framework and database, which outlined priority actions to promote physical activity.

Fast-forward to 2026, and we are now leading an exciting programme of work to update these tools: we envisage integrating policies on nutrition and physical activity into a single set of tools.

Alongside, we will incorporate policies on alcohol consumption and breastfeeding and infant nutrition to align with our current efforts to support population-level adherence to WCRF’s Cancer Prevention Recommendations.

As we embark on this project, we are reflecting on how our tools can drive policy action as effectively as possible.

How can our policy tools support action on prevention?

WCRF International designed the NOURISHING and MOVING tools to support our core policy aim: to help governments and policymakers around the world take effective action on preventing cancer and other non-communicable diseases (NCDs).

Since their publication, NOURISHING and MOVING have been cited hundreds of times in academic literature and referenced by national governments and organisations including the World Health Organization, the Food and Agriculture Organization and the Organisation for Economic Co-operation and Development. Their uptake has shown how these tools can support change across the policy process.

Policy frameworks provide a suite of actions to advocate for and implement. Given our focus on prevention, our frameworks have encompassed a whole-of-society and whole-of-government approach to supporting healthier populations, from retail environments, to urban planning, to marketing restrictions.

As well as providing policy options, policy frameworks can be used to monitor and benchmark policy progress. In 2023, our team used the NOURISHING and MOVING frameworks to carry out a benchmarking process in the European region, assessing progress on nutrition and physical activity in 30 countries.

By presenting the range of actions governments can take, policy frameworks provide a yardstick to identify countries’ strengths as well as priority areas for action.

The NOURISHING and MOVING frameworks were also used to guide the development of complementary policy databases. These databases catalogue real-world examples of policies from around the globe. For governments and advocates, learning from other nations’ experiences can be extremely valuable.

Consider sugar-sweetened beverage taxation, a policy measure which has now been implemented in over 100 countries, typically with the aim of reducing sugar consumption in the population.

A government looking to implement a sugar-sweetened beverage tax in their own context can learn from the example of Mexico, who implemented a flat excise tax of 1 peso per litre, or South Africa, who structured their tax based on sugar content.

They may be interested in knowing about the policy process that led to successful adoption in Chile, or how the measure impacted economic outcomes in the UK. Policy databases like NOURISHING and MOVING can help provide this information.

What’s next?

Over a decade after the launch of our first policy framework, the policy environment for prevention of cancer and other NCDs has evolved. Emerging issues such as ultra-processed foods, GLP-1s, climate change and air pollution are taking centre stage.

Governments are increasingly focused on policy integration and coherence in a bid to take effective action on complex issues. Advocates are exploring co-benefits and trade-offs with other agendas in order to build effective coalitions, particularly in the context of shrinking resources for public health.

Questions we are contemplating as we begin this project include:

• How can we best integrate a range of modifiable risk factors – nutrition, physical activity, alcohol consumption and breastfeeding – to reflect WCRF’s Cancer Prevention Recommendations?
• What types of information will be most valuable to our intended audiences, and how can we effectively mobilise these tools to support evidence-informed prevention policy?
• How should we navigate between depth and breadth in our database, weighing up the advantages of incorporating a wide range of policies from many countries, versus providing more detailed information around policy content, process and impact?
• How can we best incorporate co-benefits and trade-offs into our tools, acknowledging that actions that support cancer prevention can have synergies with agendas like climate change, health equity and mental health?
• Can our policy tools make space for and even drive innovation, as well as providing examples of precedent?
• How can we include country context in a way that helps our users understand what is likely to be feasible or effective in their own setting?
• What opportunities do AI innovations present for for expanding our coverage while maintaining the quality of our resources?

As we move forward with the next phase, we will engage experts and knowledge users in different regions and sectors to understand how we can best position these updated tools for use and take stock of the existing ecosystem of policy tools to ensure our work complements the efforts of other organisations.

If you would like to find out more about the policy framework and database update project, or see how you can get involved, please reach out to Chloe at c.cliffordastbury@wcrf.org.

Marta Mixa is running the iconic TCS London Marathon for World Cancer Research Fund – earning all six stars from the original Abbot World Marathon Majors series (the world’s most prestigious long-distance running events).

Born in San Salvador and a US citizen for 40 years, Marta began her six-star journey back in 2019 with the New York City Marathon. After qualifying Boston and Chicago and running Berlin in the same year, Marta went on to complete three World Marathon Majors in 2022 alone.

In 2024, she crossed the finish line once more, completing the Tokyo Marathon and bringing herself one step closer to the iconic medal. Now more determined than ever to conquer the programme, Marta registered for the TCS London Marathon in a bid to earn her sixth and final star.

Fundraising for cancer prevention research is important to Marta after losing her aunt to breast cancer in 2024.

“She fought until the very end, but cancer stole her life, leaving three children, grandchildren, and her great grandchildren behind”, Marta shared. “It was really hard because she was the first family member that ever passed away from cancer.”

Marta’s sister-in-law, Sue, was also diagnosed with cancer in another devastating blow for the family.

“Sue was a vivacious, strong woman who loved the great outdoors and lit up every room. She fought for six long years and it was hard to see her go.”

Driven by her loss, Marta committed herself to not only support cancer research but to embracing a healthier lifestyle – which is proven by science to reduce risk of cancer along with many other conditions.

Marta’s love of running began in her late thirties, and over the past six years, she has completed 15 marathons. She credits her strength and endurance in her sixties to a balanced, nutrient-rich diet.

“The right protein is so important, together with carbohydrates. Carbs give you energy, and protein keeps you strong. I try to incorporate lots of fruit and vegetables into my diet, as well as lean protein such as salmon and chicken”, Marta explained.

World Cancer Research Fund’s UK Director, Steve Greenberg, commented:

“Marta is an unstoppable force, and her dedication to funding life-changing research is truly inspirational. Her active lifestyle and balanced diet echos our Cancer Prevention Recommendations, which help people live longer, healthier, and happier lives free from the devastating effects of cancer. She embodies everything that World Cancer Research Fund is about, and we are truly grateful for her support.”

For Marta, the journey has always been about more than medals.

“My motivation is letting others know they can do it too. Your age doesn’t matter”, she explained. “Stay strong, stay fit, stay healthy. Your body will thank you for it.”

You can show Marta your support by donating or sharing her story at the link below:

Neuroendocrine cancers are a group of cancers that develop in cells of the neuroendocrine system. They can develop in different parts of the body such as the stomach, bowel, pancreas, or lungs.

Raine was just 17 years old when her father called her and her siblings with the news.

“It felt like the whole world changed in a second”, she said. “In the following months, I was wracked by fear and unpredictability about what the future held for mum and us.”

For years, Raine also worried the diagnosis might mean a higher risk for her too. Recently, she learned that it isn’t hereditary and her mum’s long-term outlook is encouraging.

Raine watched her mum bravely keep moving forward through her illness, including completing an MBA degree along the way.

“The experience has reshaped how I see health, time, and what’s possible. Every step I take when training is for those who can’t”, Raine shared. “Running the London Marathon is my way of honouring what my mum has been through and helps fund research so families can have more years together.”

In July 2025, Raine ran her first 5km in years. Since then, she has learned so much about the world of nutrition and eating healthier for training. This helped her to steadily increase her distance, recently completing a punishing 28km run.

On long training days, Raine’s dad often cycles alongside her in locations including Stellenbosch, surrounded by beautiful landscapes.

Raine has also started sharing her progress on social media, something she was initially nervous about.

“Don’t be scared to share your journey”, she said. “People really do want to back you.”

World Cancer Research Fund’s UK Director, Steve Greenberg, commented:

“We are so grateful to Raine for taking on the London Marathon in support of our vital work. Everyone here would like to wish Raine the best of luck as she takes on this incredible challenge in honour of her mum, all while raising awareness about the importance of cancer prevention research.”

Reflecting on her involvement with WCRF, Raine shared:

“I want to help people reduce cancer risk, including for cancers that receive less public attention.”

She’s asking supporters to donate, share her page, and help spread the word.

The race will mark the halfway point in Val Aguilar’s effort to complete the original World Marathon Majors – a challenge in memory of her best friend who lost her life to brain cancer at just 18 years old.

The TCS London Marathon marks the third of Val’s six races, placing her midway through the series which also includes Tokyo, Boston, Berlin, Chicago, and New York.

In London, Val will be running for World Cancer Research Fund – a charity that examines how diet, nutrition, weight and physical activity affect risk of developing and surviving cancer

Val met Mary Katherine in the first year of high school where they formed a friendship that would last a lifetime.

“With her, everything felt like an adventure. Even the simplest or the silliest of things felt like the coolest thing to be doing,” Val shared.

Just four years later, in March 2009, Mary Katherine was diagnosed with an aggressive brain tumour. Despite doctors’ best efforts to save her life, she survived just 14 months after her diagnosis.

“Having such a special meaning behind my miles after losing a best friend to cancer makes each run a little bit easier, and each race experience a little bit sweeter,” Val explained.

Through years of training, international travel and physical challenges, Val is fundraising to support organisations committed to understanding, preventing, and treating cancer.

“When I’m racing, I think about who Mary Katherine would be now almost half our lives later. It makes me feel close to someone who I can no longer grow closer to,” she shared.

Val’s London Marathon bid for World Cancer Research Fund highlights the importance of evidence-based prevention strategies and global collaboration to reduce cancer risk.

World Cancer Research Fund’s UK Director, Steve Greenberg, commented:

“We are incredibly grateful to Val for her determination and dedication to supporting cancer research. Her efforts not only raise vital funds but also inspire others to take action in the fight against cancer. By completing the world’s most iconic marathons, Val has transformed her grief into action, proving that one person’s determination can help drive change. 

Val hopes her story will encourage others to fundraise for cancer research, live healthier lives, and spark vital conversations about the importance of prevention.

You can show Val your support by donating or sharing her story below:

Nicole Latini is running the TCS London Marathon this April after training in her native US – raising vital awareness and funds for World Cancer Research Fund on both sides of the Atlantic.

Her London Marathon bid began in 2022 after her dad, Alan Latini, died following a three-year battle with bowel cancer.

Following her dad’s diagnosis, Nicole became committed to transforming her health by losing over five stone (70lbs), running three half marathons, and ‘completely changing’ her diet and lifestyle to help reduce her own cancer risk.

Despite endless rounds of treatment including immunotherapy, chemotherapy, radiotherapy, surgery and clinical trials, Nicole’s dad faced his cancer with what she described as “gratitude and grace” before sadly passing away on 4 February 2022.

“Anyone who knew my father knew him as charismatic, witty, caring, loving, and someone who would do anything for his family. I miss my dad more with every passing day. Every milestone, holiday, and birthday is a reminder that he’s not here with us and should be.” Nicole added.

Nicole began running one week after her father’s death to cope with her grief, and soon set her sights on the 26.2-mile route to stop other families facing the same heartbreak.

“Running quickly became an instrumental part in coping, even though I was awful at it. Over time, I made it my goal to use my running through grief to give hope to others in honour of my dad,” she shared.

Reflecting on the challenge ahead, Nicole commented:

“Everyday, we have a choice to show up for our family, community and society. My dad showed up every single day for all of us. I’m choosing to train and show up everyday, even when I don’t want to, for him, for all those facing cancer, and for everyone experiencing grief.”

Running the London Marathon holds a special meaning for Nicole. She studied to become a vet in the city, often returning to the US for the holidays and staying close to her dad through regular video calls. He was determined to see her graduate, but heartbreakingly never made it to London.

World Cancer Research Fund’s UK Director, Steve Greenberg, added:

“We are in awe of Nicole’s commitment to improving outcomes for others in her father’s memory. Channelling her grief in a way that will offer hope to future generations is so selfless, and every step Nicole takes this April will make our vital work possible. We cannot wait to cheer her on and congratulate her at the finish line.”

You can show Nicole your support by donating or sharing her story at the link below:

Rates of childhood obesity have increased from 4% to 20% over the past 50 years. From a cancer prevention perspective, this is worrying news: childhood obesity often continues into adulthood, and our work shows that excess body weight in adults is linked to at least 13 different types of cancer. What’s more, our research has shown that higher body weight in childhood, adolescence and young adulthood is linked to an increased risk of colorectal cancer in later life.

To maintain a healthy weight, children need more support to eat a nutritious diet. Policy can help foster systems and structures that make healthy diets easier and, for kids, schools are a great place to start.

The morning bell

My apartment in London overlooks a primary school attended by about 130 students. Waiting for my morning bus to WCRF’s offices, I see parents accompanying their children along the bustling road to the school gates. From a nutrition perspective, this particular route must feel a bit like running the gauntlet: a rotating billboard in view of the bus stop advertises burgers and fries, while every other business sells fast food. UNICEF’s Feeding Profit report, published last year, highlights this as a global problem.

To tackle the food environment around schools, several local authorities in the UK have chosen to restrict the opening of new fast food restaurants around schools. Cities such as Leeds and Manchester have opted to either reduce the number of new outlets near schools or prohibit them entirely.

Elsewhere in the world, governments have chosen to implement school-focused marketing restrictions. Latin American countries are leaders in this space, with countries like Chile and Mexico banning unhealthy foods from being advertised in schools. In 2021, the local congress in Lima, Peru went further, passing a law to prohibit the marketing of unhealthy foods within 200 metres of schools.

Lunchtime

From my own childhood in Canada, memories from the school cafeteria include slices of pizza, chocolate chip cookies and a freezer selling ice cream and popsicles. Although we occasionally managed to bargain for a few dollars for pizza, my parents worried that this menu wasn’t healthy enough. We mostly packed our own, a task added to already busy mornings.

Comparing notes with my partner who grew up in Sweden – where school lunches have been free for all children regardless of income for over 70 years – he remembers a self-service soup and salad bar to go with the daily mains. That didn’t stop students from complaining – tarragon fish day was particularly disliked. In high school, they would occasionally head over to the local pizzeria for lunch when their pocket money stretched to it.

Our memories reflect not only the cross-cutting appeal of pizza but the variation in school meals, even in high-income contexts. Until last year, Canada was still the only G7 country without a school food plan. However, we are not the only ones that have struggled to provide schoolchildren with nutritious lunches. Only 37% of school meal programs have an objective to prevent overweight and obesity, and wealthier countries are more likely to provide unhealthy foods.

Meanwhile, school food superstars like Brazil show us what can be done, successfully establishing legislation for coverage, quality, and procurement practices, emphasising local foods. In Japan, procurement policies also favour local producers, and pair school meals with food and nutrition education.

Recess

Beyond lunchtime, countries are developing innovative approaches to improving the quality of snacks sold on school premises. In Chile, a suite of policy measures aiming to reduce the consumption of foods high in calories, sugar, sodium or saturated fat has included banning their sale in schools. This has led to an impressive reduction in the sale of these unhealthy foods in school kiosks.

In January of this year, the World Health Organization published its new guideline providing evidence-based recommendations to support countries in creating healthy school food environments. This cites evidence from countries like Chile, as well as measures to directly provide children with healthy alternatives, like the European Union’s school scheme to support the distribution of milk, fruit and vegetables. Meanwhile, the School Meals Coalition, a global multi-partner initiative, facilitates country commitments to initiate or strengthen school food programmes, and fosters collaborations to support their efforts.

From the morning bell to lunchtime to recess, every part of the school day offers an opportunity to shape healthier futures. World Obesity Day calls on us to advocate for stronger food policy and equitable access to nutritious foods. If we get this right in schools, we don’t just change what children eat today – we help reduce their cancer risk tomorrow.

Scott Molumby will run three marathons over three months in memory of his best friend, Dan Logan-Thomas, who sadly died in December 2025 after living with cancer for eight months.

Scott’s challenge began with double ultra marathon along the Tarka Trail in his home of North Devon – which starts in Ilfracombe and finishes in Dartmoor National Park on 28 February 2026.

Just four weeks later, on 28 March, Scott will run an ultra marathon across the snowcapped mountains of Snowdonia in his Native Wales. The route will begin on the north coast at Conwy and will see him head up and down sixteen of the highest mountains in the range – all of which are over 3,000 feet high.

Finally, Scott’s challenge will conclude with the iconic 26.2-mile TCS London Marathon on 26th April, marking 58 relentless days for World Cancer Research Fund in Dan’s memory.

After meeting at Swansea University, Scott and Dan struck up a close friendship which spanned multiple continents – with the pair living together in Wales, Australia, and New Zealand.

“Dan was such a happy-go-lucky guy.” Scott said. “He made his own luck because he was so positive, right until the very end.”

Over the last five years, Dan lived with multiple brain tumours which were non-cancerous (benign), undergoing multiple surgeries and radiotherapy while continuing to live a full and adventurous life. However, after losing feeling down his left side in April 2025, scans showed a new, large tumour.

Following major surgery, Dan received the devastating news it was cancerous, and began intensive chemotherapy which he faced with the same quiet courage that defined him:

“Dan wasn’t afraid of dying, he was more upset about how it would affect everyone else. That’s just the kind of person he was,” Scott shared.

Reflecting on the challenge ahead, which was once part of the plans they made together, Scott added:

“Dan helped me decide on the runs, and I always assumed he would join me at the finish line to celebrate. Now, I’m determined to complete this challenge in his memory and give it my all. It gives me an opportunity to remember a great friend in my own way with a lot of hard work, determination, and dedication.”

World Cancer Research Fund’s UK Director, Steve Greenberg, commented:

Taking on three marathons in three months shows Scott’s extraordinary strength and courage, and running in memory of his best friend is a reminder of the love and loyalty that shapes the best of us. His determination is raising funds to fuel our research that helps saves lives, continuing Dan’s proud legacy. We are deeply moved and profoundly grateful for Scott’s commitment to cancer prevention research.

For Scott, this challenge is about honouring the way Dan lived. He hopes that Dan’s story will inspire others to grab life with both hands.

“Don’t hang around if there’s something you want to do or something you need to say,” Scott said. Do it while you can, while you have the chance.”

You can show your Scott your support by donating or sharing his story below:

Rachael Hutson, CEO at World Cancer Research Fund, commented:

On social media, he’s the ‘mum’ you should listen to and laugh along with! So, who better to raise awareness of cancer prevention and the importance of research in this area? We’re incredibly pleased that Richard is supporting this challenge. Around four in ten cancers are preventable, and with the help of Richard and everyone who donates, we’re taking important steps to reduce that risk.

You can follow Richard on TikTok at @richardfrankscomedy, and find out how to get involved with the challenge below:

We commend the UK Government for setting out an ambitious 10-year strategy with a strong focus on survival, innovation, and patient experience.

Yet the Plan misses a chance to put prevention front and centre, with stronger alcohol policy, breastfeeding protection, and a dedicated focus on the modifiable risk factors that drive cancer

A bold ambition on survival and care

We particularly welcome the Government’s bold target that 75% of people diagnosed with cancer from 2035 will be cancer-free or living well five years after diagnosis – a genuine step change in ambition. The Plan’s emphasis on earlier diagnosis, reducing emergency presentations, expanding evidence-based screening, and improving access to innovative treatments has the potential to deliver meaningful improvements for patients across England.

We also welcome commitments to improve patient experience and outcomes, including personalised care, better coordination, and stronger accountability for delivery through a reformed National Cancer Board.

Progress on prevention – but a missed opportunity to go further

We welcome the Plan’s commitments on cancer prevention, including action to crack down on the illegal use of sunbeds and harmful UV exposure, progress towards a smoke-free generation, and expanded access to HPV vaccination as part of the ambition to eliminate cervical cancer. These are important, evidence-based interventions that will prevent cancers and reduce future pressure on the health system.

However, prevention deserves greater prominence. New global evidence shows that up to four in ten cancers worldwide are linked to preventable causes. Tackling the lifestyle and environmental factors that increase cancer risk is one of the most effective and affordable ways to prevent cancer in the long term.

Crucially, modifiable risk factors are not evenly distributed. Tobacco use, harmful alcohol consumption, unhealthy diets and obesity disproportionately affect people in lower socio-economic groups, driving stark and persistent inequalities in cancer incidence, survival and mortality. Strong, population-level prevention policies are therefore essential not only to reduce cancer overall, but to narrow health inequalities and ensure the benefits of progress are shared fairly.

We believe the Plan would have benefitted from a dedicated chapter on prevention, helping to drive a necessary mindset shift and embed the principle that diet, alcohol, and breastfeeding policies are cancer policies.

Action on alcohol and breastfeeding is lacking

The Plan does not expansively build on the wider prevention measures announced in the Government’s 10 Year Health Plan, particularly in relation to alcohol policy. Alcohol remains a leading avoidable cause of cancer, yet the Plan does not commit to minimum unit pricing (MUP) or restrictions on alcohol advertising and marketing, including where it reaches children and young people – among the most effective and evidence-based tools for reducing population-level alcohol harm and cancer risk.

We also note the absence of strengthened action to protect breastfeeding, including full compliance with the International Code of Marketing of Breast-milk Substitutes. Breastfeeding reduces cancer risk for mothers and improves long-term health outcomes for children, and stronger implementation of the Code should form part of a comprehensive, life-course approach to cancer prevention.

Partnerships with food manufacturers must also be approached with caution, given past experience of policy dilution. Where voluntary approaches fall short, Government must not shy away from mandatory measures. Strong governance, transparency, and protection from undue commercial influence are essential to ensure prevention policies deliver for public health.

Biomedical innovation matters but it is not enough

We are pleased to see the Plan’s commitment to biomedical prevention, including continued rollout of the HPV vaccine, trials of preventative vaccines such as LungVax, and plans to accelerate uptake of GLP-1 medicines for those who clinically need them. These innovations are hugely important and represent real progress in reducing cancer risk and improving outcomes.

But vaccines and medicines alone are not sufficient. We must also tackle the environments that make us sick. We cannot continue to treat people only to send them back to the same food, alcohol, and physical environments that drove ill health in the first place. Population-level prevention policies remain essential to reducing cancer incidence at scale.

Crucially, prevention is not only about avoiding diagnosis. It also supports survival and quality of life, contributing directly to living well with and beyond cancer. Good nutrition, physical activity, and maintaining a healthy weight are fundamental to recovery, rehabilitation, and long-term wellbeing. Prevention and survivorship are not competing priorities – they are mutually reinforcing.

Digital innovation as a driver of prevention

We welcome the ambition to harness digital innovation through the NHS App. By 2028, the App will allow patients to manage screening invitations, appointments, treatment plans, and prehabilitation, with personalised prevention advice drawing on genomic, lifestyle, and wearable data.

This creates a major opportunity to establish the NHS App as a trusted, accessible source of cancer prevention information, supporting people to understand and act on behaviours that can influence cancer risk over their lifetime. We would welcome the opportunity to contribute evidence-based, tried and tested prevention resources, developed and evaluated for public audiences, to support this ambition and ensure alignment with the best available science.

Prehabilitation, rehabilitation and supportive oncology

We strongly welcome the Plan’s focus on prehabilitation, rehabilitation, and supportive oncology, including dietary and physical activity advice, psychological support, and acute oncology for those with more complex needs. The evidence is clear: these interventions improve treatment tolerance, recovery, and long-term outcomes. We believe the ambition should be for these services to be available to all patients, where appropriate, as standard.

Research and the cancer workforce

Research and the cancer workforce will be central to delivering the Plan’s ambitions. While we acknowledge the focus on accelerating clinical research and innovation, there is a clear opportunity to strengthen investment in cancer prevention research, including implementation research on modifiable risk factors. Healthcare professionals must also be supported with the time, training, and tools to deliver prevention, behaviour change, and survivorship support alongside treatment.

Children and young people

We welcome the Plan’s commitment to improving nutrition for children and young people undergoing cancer treatment in acute settings. Good nutrition is fundamental to treatment tolerance, recovery, and survival. We hope this approach will be extended to all patients, and that public procurement across health settings consistently meets the highest nutritional and sustainability standards through the upcoming NHS food standards review.

Matching survival ambition with prevention action

We welcome the ambition and scope of the National Cancer Plan. The integration of prehabilitation, rehabilitation, supportive oncology, digital innovation, and prevention advice into the cancer pathway is a significant step forward.

However, there remains a missed opportunity to embed prevention at the heart of the Plan, through stronger alcohol policy, breastfeeding protection, and a dedicated focus on the modifiable risk factors that drive cancer incidence.

A Plan that matches its ambition on survival with bold, population-level prevention action will reduce cancer incidence, improve outcomes, and deliver a financially sustainable cancer strategy for generations to come.

We stand ready to work with Government, healthcare professionals, and partners to help make this ambition a reality.

> Read the National Cancer Plan on the DHSC website

It has long been established that junk food advertising drives consumption of unhealthy food and drink, shaping preferences from a young age and contributing to overweight and obesity.

The strength of the evidence base is perhaps best corroborated by the enormous advertising budgets of unhealthy food and drink companies. If advertising didn’t pay off, why would Coca-Cola allocate a whopping $5 billion to their worldwide advertising budget in 2024?

Restricting junk food advertising is therefore a powerful and proven public health measure. Yet, most recently, you may have seen measured responses from public health advocates in the UK, including World Cancer Research Fund, upon the introduction of long-awaited junk food advertising restrictions in January 2026.

Marketing regulations can underdeliver

The bottom line is that whilst the UK’s restrictions mark a step forward in protecting children’s health at a time when obesity rates continue to rise, they have been weakened and delayed by industry influence – most notably through the introduction of a sweeping brand exemption. This significantly undermines the policy in two key ways. First, it allows brands that are synonymous with foods high in fat, salt and sugar (HFSS) to continue being advertised – think the famous Golden Arches. Second, the lack of brand restrictions enables companies to promote entire HFSS product ranges, just not individual products. Ultimately this preserves brand visibility and influence while circumventing the spirit of the regulations.

The brand exemption is not the only weakness of the advertising restrictions. Work on this policy began as far back as 2018, and in the years since, the marketing landscape has evolved dramatically. Simply put, the regulations are not a match for the rapidly changing marketing landscape. For example, direct marketing channels, such as email and text messaging, remain unchecked, allowing unhealthy food and drink companies to continue targeting consumers.

The unseen cost of delays and dilution

The unfortunate tale of industry influence is not unique to the UK. Globally, efforts to curb the scourge of junk food on society are denied, diluted, derailed and delayed by industry.

Marketing restrictions are difficult to get over the line. In the UK, the policy was subject to five separate consultations and four delays to its rollout. That is an immense amount of government time, effort and resources. Moreover, the burden it places on the public health sector, which often operate under capacity constraints, must be acknowledged.

We also need to recognise that obesity, a key risk factor for cancer, is linked to deprivation. In many countries, those living in the most deprived areas are more likely to be living with obesity compared to those in the most affluent communities. Delays or failures to implement effective policies therefore disproportionately impact those who are already most vulnerable.

Industry opposition at full throttle

The resistance we see to advertising restrictions can partly be explained by the fact that marketing is not a peripheral commercial function. Instead, it sits at the very core of food and drink businesses, playing a pivotal role in building brand value, customer loyalty and long-term profitability.

Marketing restrictions are also unusually visible. Unlike reformulation targets or nutrient thresholds, which operate largely behind the scenes, advertising bans are immediately noticeable. They can also be drawn into wider debates around personal responsibility, censorship and creativity – making the more contested and politically charged. They tend to hit a nerve.

Recognition of these issues is not a justification for inaction. The reality is that companies by their very nature are required to innovate, and they can do so in a way that supports public health rather than undermining it.

Action must go beyond the status quo

Let’s be clear, no one is suggesting that junk food marketing restrictions alone will solve the obesity crisis. However, the version we’ve seen introduced in the UK will most certainly underdeliver, especially given the restrictions don’t sit within a broader framework of measures designed to improve the nation’s diet yet. Countries in Latin America, including Chile and Mexico, have taken more holistic approaches which embed marketing restrictions within a wider set of measures including mandatory warning labels and robust school food standards

But when governments introduce policies that appear ambitious on paper but lack the strength to deliver in practice, they risk entrenching the status quo while giving the impression of action. This pattern is not unique to food. Similar delays and dilutions are seen across alcohol, gambling and other health-harming industries, where commercial interests routinely take priority over public health.

Ultimately, the question is not what needs to be done, but what governments are willing to do to protect public health.