Obesity in children and some other health issues are often times linked to eating unhealthy foods or junk foods. In the UK, efforts to curb this problem has stemmed into a movement to ban junk food ads from children's content online streaming in various platforms such as Youtube. This was initiated when some parents and health groups pointed out that although junk food ads were banned during children's content television airtime, it is however shown when streaming online.

According to BBC, advertisements of unhealthy food are already banned from being shown on children's television. This way, parents could be sure their children wouldn't be enticed to patronage foods that don't have nutritional value. Some groups noticed, later on, realized that although it was banned from children's television, junk food ads can be seen when streaming children's content. It defeats the purpose of prohibiting these ads on television if it can freely be shown when streaming.

In the UK, advertisements are closely monitored and regulated by  the Committee of Advertising Practice or CAP.  CAP has been adamant in maintaining advertising standards, especially ads, targeted to children. As per CAP rules and regulations, health and nutrition claims should be cited correctly and it is prohibited to "promote poor nutritional habits or unhealthy lifestyle".

In this regard, they will be initiating a consultation with proper forums to address the issue. They are looking at the elimination of junk food ads on children's content streaming on platforms such as Youtube and ITV Hub.

Although this initiative is yet to be finalized, other groups have shown a contradiction. The efforts of CAP, however, remain intact and that is to protect the children from unhealthy foods and lifestyle.

Last February Prime Minister David Cameron instigated a bid to ban junk food ads in other TV shows aside from children's content like the X: Factor which resulted in a row in the cabinet.