The UK Government has confirmed it will go ahead with the HFSS advertising ban in 2025, with restrictions due to come into force on 1st October 2025.
Parliamentary Under-Secretary of State for Public Health and Prevention Andrew Gwynne MP has released a statement confirming that the Labour Government will go ahead with implementing an advertising ban on foods high in fat, sugar or salt (HFSS), as the previous Government had set out to do.
In the statement, Gwynne said: “More than one in five children in England are overweight or living with obesity by the time they start primary school, and this rises to more than one third by the time they leave. We want to tackle the problem head on and that includes implementing the restrictions on junk food advertising on TV and online without further delay.
“We will introduce a 9pm watershed on TV advertising, and a total ban on paid-for online advertising. These restrictions will help protect children from being exposed to advertising of less healthy food and drinks, which evidence shows influences their dietary preferences from a young age.”
The ban was originally delayed until 2022, before being continually delayed until October 2025.
Gwynne continued: “I am today confirming that we have published the Government’s response to the 2022 consultation on the draft secondary legislation. This is a key milestone which confirms the definitions for the products, businesses and services in scope of the restrictions. This provides the clarity that businesses have been calling for and will support them to prepare for the restrictions coming into force across the UK on 1st October 2025.”
Government to launch targeted consultation on internet television advertising
Government will also launch a targeted consultation on how the restrictions will apply to internet protocol television services offering live television over the internet. It highlighted that advertising would apply to paid-for advertising, but it would not apply to ‘owned media’ or ‘transactional content’.
This means a business would still be able to advertise its HFSS products on its own social media. ‘Transactional content’ would not be within the scope of the restrictions as they are not ’paid-for’ advertisements.
A spokesperson for the Food and Drink Federation (FDF) said: “Obesity is a serious and complex issue, affecting the physical and mental health of adults and children alike. Food and drink manufacturers agree that bold action from all parties must be taken to help people make healthier choices, tackle obesity and poor diets. Businesses have invested more than £160 million since 2023 to create healthier food and drink, by reducing calories, sugar and salt, and adding fibre, fruit and vegetables – alongside launching new products and smaller portion sizes.
“We’re committed to working with policy makers to support healthier diets and welcome the certainty provided in the consultation response. We hope Government will now move swiftly to finalise the draft regulations and guidance to further help companies who are preparing for the implementation of the new advertising rules.”
