The UK Government has postponed the Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024 to January 5, 2026, to exempt pure brand advertising. Despite this, influential advertising bodies and major broadcasters have pledged to adhere to the regulations starting October 1, 2025. Designed to limit marketing of high fat, salt, and sugar (HFSS) food products, the regulations impose a 9pm broadcasting ban and a complete online advertising prohibition for these unhealthy food items. These measures aim to protect children from excessive exposure to HFSS marketing.
The UK Government has announced a delay in the Advertising Regulations 2024, now set for implementation on 5 January 2026, to exempt pure brand advertising.
Despite the delay, the advertising industry has self-committed to abide by the restrictions starting 1 October 2025, aiming to cut HFSS marketing targeted at children.
New restrictions will require a 9pm watershed for ads of less healthy food on TV and a total ban on such advertising online.
Key industry bodies, including the Advertising Association and major broadcasters, have united in their commitment to limit advertising for high fat, salt, or sugar products.
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