New Legislation Alert: UK Government Delays Unhealthy Food Advertising Ban

In a move that highlights the ongoing battle against childhood obesity, the UK Government has announced a slight delay in the implementation of advertising restrictions on less healthy food and drink products. Originally set to take effect on 1 October 2025, these restrictions will now be enforced starting 5 January 2026.

Why the Delay?

The decision to push back the enforcement date was made to provide more time for the Government to finalize regulations that clarify how these advertising restrictions will apply, especially concerning brand advertising. This delay comes after feedback on the Advertising Standards Authority’s (ASA) guidance, which prompted concerns about how the rules would impact businesses.

What Are the Restrictions?

The restrictions aim to reduce children’s exposure to advertisements for products high in saturated fat, salt, or sugar (HFSS). This includes a 9pm watershed on TV ads and a 24-hour ban on online paid advertisements for these products. The goal is to encourage healthier eating habits among children and push businesses to reformulate their products to create a healthier food environment.

Industry Commitment

Despite the delay, key industry players have committed to voluntarily comply with the restrictions from the original date in October 2025. This commitment demonstrates the industry’s support for the Government’s health objectives, even as it seeks clarity on brand advertising rules.

Government’s Stand

Ashley Dalton, the Parliamentary Under-Secretary of State for Public Health and Prevention, emphasized that the delay allows for necessary legislative adjustments without significantly impacting the long-term health goals. The Government remains focused on delivering a healthier future for children while balancing the economic interests of businesses.

Next Steps

The Department of Health and Social Care (DHSC) and the Department for Culture, Media, and Sport (DCMS) are working on new regulations to explicitly exempt brand advertising from these restrictions, ensuring businesses can invest with confidence. This is expected to provide much-needed clarity and stability for the advertising sector.

Conclusion

While the delay may seem minor, it underscores the complexity of implementing public health policies that impact various sectors. The Government is keen to ensure these restrictions are effective and fair, with the ultimate goal of fostering a healthier generation. Keep an eye out for further updates as the situation develops.