Childhood obesity remains one of England’s most urgent health challenges, with long-term consequences for individuals, communities and the NHS.
Data from the National Child Measurement Programme (NCMP) shows that by the end of primary school, around one third of children are overweight or living with obesity, with just over one in five living with obesity alone. Evidence also indicates that approximately 80% of adolescents living with obesity continue to experience obesity as adults. These early trends set the stage for elevated risks of type 2 diabetes, cardiovascular disease and mental health challenges later in life.
The NHS 10-Year Plan prioritises prevention over treatment to help reduce obesity, improve population health, and address inequalities. In response, the government has introduced new measures to limit children’s exposure to junk food advertising across TV and online platforms. These restrictions are expected to reduce the number of children living with obesity by 20,000 and complement wider efforts such as limiting unhealthy promotions and improving school food standards.
Collectively, these developments represent a significant shift in tackling the commercial drivers that influence of children’s diets and habits.
The advertising ban: a step change, but gaps remain
The introduction of advertising restrictions recognises the significant influence marketing has on children’s food preferences. As these measures come into effect, there is an opportunity to examine how they work in practice. This will also help identify where the approach could evolve to maximise benefits for young people.
Current regulations focus primarily on broadcast and online advertising. Yet young people continue to encounter brand messaging through a variety of other channels, including influencer content, outdoor advertising, sponsorships and brand‑only campaigns. Based on our insights from working with young people and local health systems, exploring how these wider touchpoints influence behaviour may help strengthen the overall effectiveness of the policy.
Why adolescents are especially vulnerable
Adolescence is a pivotal life stage: independence rises, routines become more fluid, and young people start making choices about food, travel and spending without adult guidance. At the same time, young people spend more time in environments where convenience foods are widely available and heavily promoted.
High streets, transport hubs and local retailers often become informal social spaces for teenagers, yet energy‑dense, nutrient‑poor food options dominate these environments. Pricing, product placement and other environment cues can unintentionally support reinforce quick habitual, convenience-driven choices that often persist into adulthood.
Government action on advertising will shift the information landscape. Complementary approaches, such as shaping healthier school food environments, ensuring affordable healthy options in local settings and designing supportive community spaces, can reinforce these measures. Combined with education and practical skills, these environmental supports help young people make healthier decisions with confidence.
Beezee Youth: closing the gap for the missed generation
Sustainable change isn’t just about shaping environments. It’s also about equipping young people with the confidence and skills to make healthy choices independently, particularly during adolescence.
At Maximus, we work closely with public health commissioners to translate NCMP data and local intelligence into actionable insights. We co‑produce our youth offer with young people and system partners, grounding it in lived experience. Analysis of Year 6 NCMP data informed our Step‑up‑to‑Secondary‑School initiative, supporting children at a pivotal point where independence grows and lifelong habits begin to form.
Guided by the wellbeing themes young people say matter most – such as sleep and exam stress – Beezee Youth by Maximus is an evidence‑based, eight‑week programme for 13‑ to 17‑year‑olds. Delivered across six local authorities in schools, community settings and online, the programme combines practical nutrition advice, engaging activities and behaviour‑change strategies. It is tailored to support young people to build confidence, resilience and healthy daily habits.
Over the past two years, Beezee Youth has continued to grow in both reach and impact across the communities we support. In 2024, 227 young people joined the programme, with a strong 93% completion rate. By 2025, enrolment had risen to 372 young people, with an equally impressive completion rate of 94%. This increase demonstrates the growing need among young people in our communities.
Hertfordshire continues to lead in place-based delivery. Since the programme began in 2022, face-to-face provision has delivered consistently high outcomes. In 2024, 187 young people took part, achieving an impressive 98% completion rate. By 2025, participation increased by almost 50% to 279 people, and completion rates rose to 99%. This reflects the value of locally embedded delivery in trusted settings where young people feel understood and supported.
Across the wider programme in 2025, 68% of participants reported increased confidence and practical skills to make healthier food choices. This reinforces Beezee Youth’s role in supporting meaningful and lasting behavioural change.
Delivering prevention where choices are made
Advertising restrictions provide a strong foundation for improving children’s food environments. As these national measures settle, local systems and commissioners have opportunities to complement them through targeted, place based prevention.
Our experience delivering Beezee Youth shows that when national policy is supported by locally tailored behavioural interventions and environments designed with young people in mind, the impact is significantly strengthened. This joined up approach helps young people form healthy habits, builds community wellbeing and reduces future pressure on health and care services.
For commissioners, the opportunity is clear: investing in evidence based, locally responsive programmes create the conditions for prevention to work – not just today, but for the generations to come.
