Kier Starmer's Labour party is set to ban junk food ads on social media and television before 9 pm in the UK starting next year after the Prime Minister said worsening health in the country would cost public finances £100 billion and the government had to "be more ambitious" to make Brits healthy.

The idea was first proposed by Boris Johnson back in 2021 but was met with repeated delays. Ministers confirmed it will now move forward in October of next year, per The Times. Ads promoting foods high in fat, salt and sugar will be banned before 9 pm on television and at all times online. Starmer also indicated he will be banning smoking in certain outdoor spaces spurring backlash from those fearful of Britain becoming a "nanny state."

“I know some prevention measures will be controversial, but I’m prepared to be bold, even in the face of loud opposition," Starmer said, adding that he's "absolutely convinced" the government needed to get involved in the health crisis. “Of course, there’s diet, there’s healthy lifestyle, etc — we are going to have to get into that space,” he said.

Health Secretary Wes Streeting, however, said he would be "reluctant" to go as far as imposing sugar and salt taxes. “We’ve got to have a debate about how we deal with sickness in our society,” he said on Thursday.

The head of the Office for Budget Responsibility (OBR) Richard Hughes, stated that health and wellness in the UK is "the single biggest driver of the long-term sustainability of UK’s public finances."

The Times reports that "A ban on children buying energy drinks and supervised toothbrushing in schools have been promised, and further measures will be drawn up over the coming months.