UK junk food advert ban delayed further
The restrictions, which were due to come into force from 1 October, have been pushed back to January 2026.
UK – The UK government has moved advertising restrictions on less healthy foods to January but still expects the prior October deadline to be honoured.
The Labour administration indicated that it initiated the delay, using the term “less healthy foods” from the more widely used definition of “foods rich in fat, sugar, or salt” (HFSS), based on industry feedback.
The primary obstacle is limitations on brand advertising, which the government had stated in April would be excluded from new regulatory rules that were scheduled to take effect on October 1st, provided that the advertisements did not specifically mention a less healthy product.
Ashley Dalton, the Parliamentary under-secretary for Public Health and Prevention, issued a statement confirming earlier media speculation.
According to her, Labour intends to create and implement a so-called Statutory Instrument (SI) that will specifically exempt brand advertising from the limitations.
Nonetheless, the administration anticipates that the proposed law, which essentially prohibits the promotion of such items prior to the 9 p.m. watershed, will be upheld until January 5th.
“The SI will provide legal clarification on this aspect of the existing policy, as it was understood and agreed by Parliament during the passage of the Health and Care Bill. This will enable the regulators to deliver clear implementation guidance and mean that industry can prepare advertising campaigns with confidence,” Dalton added.
The purpose of the postponement is to give time for the SI draft to be consulted.
“However, in agreement with the Government, advertisers and broadcasters, with the support of online platforms and publishers, have made a clear and public commitment to comply with the restrictions as though they would still come into force from 1 October,” the statement read.
“This means that, from 1 October 2025, and in line with Government’s policy intentions, we would expect adverts for specific identifiable less healthy products not to be shown on TV between 5:30am and 9pm or at any time online, and there will be legal clarification on ‘brand advertising’ before the restrictions come into force legally on 5 January 2026, subject to Parliamentary approval.”
The Food and Drink Federation (FDF), the top trade association in the UK, praised the SI action.
“This is welcome clarity from Government on the scope of the law and provides food and drink companies with the certainty they need to take decisions on future advertising. FDF is working with our members to ensure they adhere to the voluntary commitment to abide by regulations until the legislation comes into force in January,” a FDF spokesperson said.
In an effort to reduce obesity rates, especially among children, Labour and preceding Conservative governments have previously promised to outlaw the promotion of less healthy foods, or HFSS items. and to make an effort to reduce the prevalence of diseases like diabetes and heart disease.
In 2022, the Conservatives declared their intention to outlaw the promotion of such goods, with an initial implementation date of April of that year. However, there have been several subsequent delays.
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