Amid rising obesity rates, the Labour government is reinforcing advertising restrictions for unhealthy foods to shield vulnerable audiences.
- A ban on junk food advertisement before 9pm on TV is confirmed for implementation by 1 October 2025, seeking to curb the obesity epidemic.
- Restrictions will extend to a complete ban on paid online advertising of less healthy foods, aiming to diminish the influence on dietary preferences.
- The government has responded to the 2022 consultation by providing precise definitions for affected products, businesses, and services.
- Industry stakeholders express approval, as the measure aligns with broader efforts to encourage healthier food choices and reformulation.
The Labour government, eager to combat the surge in obesity levels across the United Kingdom, has reaffirmed its commitment to implementing significant advertising restrictions on foods high in fat, salt, and sugar (HFSS). By 1 October 2025, advertisements for these products will be restricted from television broadcasts before 9pm, advancing earlier measures initiated by the previous administration in 2022.
Alongside the television advertising regulations, the government has stipulated a comprehensive ban on paid online advertising for less healthy food options. Health Minister Andrew Gwynne stressed the urgency of these measures, stating: “We want to tackle the problem head on…” This approach underscores the administration’s resolve to swiftly address childhood obesity through controlled exposure.
The anticipation for these restrictions dates back to a postponement in 2022 when business preparedness and economic factors prompted a delay. In response to the evolving public health landscape, the Labour government now sees no further reason to defer these essential regulations.
Crucially, the announcement specified the terms and expectations for compliance, delivering clarity to businesses. These guidelines are expected to aid in the systematic preparation necessary for the HFSS advertising ban. The resolution follows the government’s publication of their response to the 2022 consultation on the legislation, marking a milestone in policy enactment.
Industry leaders have openly praised the government’s stance. For instance, Nomad Foods CEO Stéfan Descheemaeker lauded the initiative, recognizing the responsibility of the food industry in fostering healthier consumption patterns. With 93% of Nomad Foods’ sales stemming from healthier products, Descheemaeker highlighted that the reformation of food products is an attainable goal, echoing a sentiment that prioritizes ongoing improvement in food quality and availability.
The Labour government’s decisive actions reflect a pivotal step in confronting the obesity crisis through strategic advertising restrictions.
