A comprehensive ban on advertising for unhealthy food and drink has come into full force across the United Kingdom as of Monday, marking a significant step in the government's strategy to combat childhood obesity.
What the New Rules Mean for Advertisers
The new regulations, which are now mandatory, prohibit advertisements for products deemed "less healthy" from appearing on television between 5.30am and 9pm. Furthermore, these ads are banned online at any time of day. This follows a voluntary period for advertisers that began on 1 October last year.
Companies must now comply with the rules or face potential action from the Advertising Standards Authority (ASA). The restrictions target food and drink that is high in fat, salt, and sugar (HFSS), applying to 13 specific product categories considered major contributors to childhood obesity.
Which Products Are Affected?
The ban covers a wide range of items, including:
- Soft drinks, chocolates, and sweets
- Pizzas and ice creams
- Certain breakfast cereals and porridges
- Sweetened bread products
- Many main meals and sandwiches
Products are assessed using a specific nutrient profiling score. To fall under the ban, an item must both belong to one of the 13 categories and be classified as "less healthy" based on its levels of saturated fat, salt, or sugar. The government has stated it hopes this will incentivise the food industry to reformulate recipes to create healthier versions, which can still be advertised.
For example, plain porridge oats and most standard porridge, muesli, and granola are exempt, but versions with added sugar, chocolate, or syrup may be restricted. The rules apply only where the unhealthy product itself is identifiable, meaning brand advertising without showing the product is still permitted.
The Public Health Imperative
The move is driven by stark public health statistics. Latest figures show one in ten children starting school are obese, and one in five have tooth decay by the age of five. Obesity is estimated to cost the NHS over £11 billion annually.
Evidence consistently shows that children's exposure to ads for unhealthy food influences their dietary habits from a young age, increasing their risk of becoming overweight. The government estimates this advertising ban could prevent approximately 20,000 cases of childhood obesity.
Professor Katherine Brown, an expert in behaviour change in health at the University of Hertfordshire, welcomed the policy but noted its delayed implementation. "A watershed ban on television and online advertising before 9pm to reduce children’s exposure to unhealthy food marketing is long overdue and a move in the right direction," she said.
She added that while the HFSS advertising restrictions are a valuable step, they must be part of a broader, long-term strategy that addresses health inequalities and makes nutritious food more affordable and accessible to all families.
