Particle.news
Download on the App Store
6 ARTICLES
·
3h ago

UK Delays Junk Food Ad Ban to 2026, Confirms Brand Advertising Exemption

The government postpones HFSS ad restrictions to refine guidelines, while industry pledges voluntary compliance starting October 2025.

Image
Image
Image
Image

Overview

  • The UK government has delayed the implementation of its ban on HFSS food advertisements from October 1, 2025, to January 5, 2026, citing the need for clearer legal definitions and enforcement guidelines.
  • Brand-only advertising, which does not depict specific HFSS products, will be explicitly exempt from the restrictions, allowing companies to maintain marketing presence under revised rules.
  • Broadcasters and advertisers, including ITV, Channel 4, and 20 industry organizations, have committed to voluntarily adhere to the restrictions starting October 2025, ahead of the legal deadline.
  • The Advertising Standards Authority (ASA) and Ofcom are working to develop detailed enforcement guidance and clarify how the exemptions will be applied in practice.
  • The government estimates the policy will help reduce children’s exposure to HFSS advertising, potentially removing up to 7.2 billion calories annually from their diets.