The announcement of the timeline for implementing new restrictions on junk food advertising to safeguard young people from exposure to unhealthy food promotions on TV and online has been made. The regulations, which were established on September 10, outline the types of food that cannot be promoted before 9pm on TV or online, as well as how companies can continue to market their brands. The restrictions will be legally enforced between October 1 and January 5, with advertisers and broadcasters voluntarily adhering to the rules starting from October 1.
According to Health Minister Ashley Dalton, the objective is to reduce the consumption of high-fat, high-sugar, and high-salt foods among children to mitigate the risk of obesity-related illnesses like diabetes and heart disease. The aim is to make healthier choices more accessible for parents and children by limiting advertising of unhealthy foods. The initiatives are anticipated to remove around 7.2 billion calories from children’s diets annually in the UK, resulting in approximately £2 billion in long-term health benefits.
This move follows the recent prohibition by the government on selling high-caffeine energy drinks to individuals under 16, as reported by the Manchester Evening News. Ashley Dalton emphasized the government’s commitment to promoting the healthiest generation of children and addressing the issue of childhood obesity by implementing advertising restrictions for less healthy food and beverages on TV and online.
The government has carefully considered feedback from various stakeholders and will lay out the Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025 before Parliament. The regulations aim to crack down on junk food advertising while encouraging brands to promote healthier products. The approach is to provide clear enforcement guidelines for regulators and to give the industry confidence in complying with the regulations. The government is on track to enforce the restrictions by January 5, 2026, with voluntary compliance from advertisers and broadcasters starting from October 1, 2025.