By Camilla Foster

Copyright independent

A voluntary ban on advertising unhealthy food and drink to children is set to take effect this week, marking a significant step in the ongoing battle against childhood obesity.

The initiative, which precedes a full government crackdown in January, will see adverts for products high in fat, salt, and sugar removed from television screens between 5::green-background[30] am and 9 pm, and from all online platforms at any time.

While occasional treats are a normal part of a balanced lifestyle, experts warn that some children may exhibit subtle indicators of a more concerning relationship with highly processed foods.

Recognising these early warning signs is crucial for parents aiming to foster healthier eating habits. Here are five potential red flags that could signal a junk-food addiction, alongside expert guidance on how to intervene.

“One key sign is intense craving beyond hunger. So, the child fixates on specific foods (such as crisps or sweets) and becomes distressed if denied access,” highlights Dr Manpreet Dhuffar-Pottiwal, chartered psychologist and specialist in behavioural addictions.

“This is the inability to stop eating junk food even when full, often in secret or past the point of discomfort,” says Dhuffar-Pottiwal.

Irritability, mood swings, or headaches when junk food is unavailable is another red flag to look out for, adds the psychologist.

“Persistent refusal of balanced meals or previously enjoyed whole foods could also be a sign,” notes Dhuffar-Pottiwal.

“Look out for avoidance of social activities, declining school performance, or guilt/shame about eating habits,” advises Dhuffar-Pottiwal.

“When children or adults consume junk food, the high levels of sugar, fat, and salt stimulate the release of dopamine in the brain – a neurotransmitter associated with pleasure and reward,” explains Dr Adarsh Dharendra, consultant psychiatrist at Priory’s Life Works hospital and Priory Hospital Woking.

“This surge creates a temporary sense of satisfaction, reinforcing the idea of food as a ‘feel-good factor’. Over time, the brain begins to crave more of these foods to achieve the same high, laying the foundation for compulsive eating.”

“Processed foods engineered to maximise ‘bliss points’, such as crisps, chocolate, sugary cereals, and fast food are particularly problematic,” warns Dhuffar-Pottiwal. “These items combine refined carbohydrates, fats, and artificial additives, disrupting satiety signals.”

“If left unchecked, these habits may escalate into full-blown binge eating disorder, disrupting daily life and contributing to low self-esteem, especially in the context of weight gain,” says Dharendra. “Individuals may experience irritability, mood swings and a loss of control around food.”

“Cravings are normal; context determines pathology,” says Dhuffar-Pottiwal. “Key red flags include frequency/intensity such as daily distress over accessing junk food and functional impairment such as skipping activities or lying to obtain treats. Using food to self-soothe during stress could also be a red flag.”

If this is an issue that your child is struggling with, don’t worry, we are here to help. Here are some tips on how to help children overcome an obsession with junk food and make healthier choices…

Model balanced behaviours

“Intergenerationally, parents’ own eating habits and emotional associations with food (e.g., using snacks as rewards) can normalise dysfunctional behaviours,” says Dhuffar-Pottiwal. “Children mimic caregivers, so avoid labelling foods as ‘good’ or ‘bad’.”

Create structure

“Offer regular, balanced meals to prevent extreme hunger,” advises Dhuffar-Pottiwal.

Involve your child

“Collaborate on meal planning or cooking to build autonomy and curiosity,” recommends Dhuffar-Pottiwal.

Gradual changes

“Replace ultra-processed snacks with minimally processed alternatives,” suggests Dhuffar-Pottiwal. “For example, offer fruit with nut butter instead of sweets.”

Address emotional needs

“Teach non-food coping strategies such as mindfulness, meditation as a family or creative play,” recommends Dhuffar-Pottiwal.

Environmental tweaks

“Limit junk food availability at home (e.g., having sweet snacks out of reach) rather than outright bans, which can backfire,” advises Dhuffar-Pottiwal.

Be compassionate

“Compassion is key for parents and children alike,” says Dhuffar-Pottiwal. “Frame any changes as promoting wellbeing, not punishment. Intergenerational patterns take time to unlearn and small, consistent steps yield sustainable progress.”

“I would recommend consulting a GP or paediatrician if physical health markers (e.g., weight, blood sugar) are concerning, if behaviours persist despite home interventions and/or if co-occurring issues emerge such as social withdrawal, struggles at school or depression,” says Dhuffar-Pottiwal.

“A multidisciplinary approach including dietitians, psychologists, and family therapy is often the most effective.”