Research shows children are exposed to more than 15 billion adverts for products high in fat, sugar and salt (HFSS) online every year.
Evidence shows that exposure to HFSS advertising can affect what children eat and when they eat.
It increases the amount of food children eat immediately after being exposed to an advert, and shapes longer-term food preferences from a young age.
The consultation will run for six weeks.
Health and Social Care Secretary Matt Hancock said: ‘I am determined to help parents, children and families in the UK make healthier choices about what they eat.
We know as children spend more time online, parents want to be reassured they are not being exposed to adverts promoting unhealthy foods, which can affect eating habits for life.
This will be a world-leading measure to tackle the obesity challenges we face now but it will also address a problem that will only become more prominent in the future.’
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