UK ban on ‘unhealthy’ food advertising comes into force in bid to curb childhood obesity
A long-awaited ban on advertising so-called “less healthy” food and drink has come into force across the UK, as the government steps up efforts to tackle rising levels of childhood obesity.
From Monday, products high in fat, salt and sugar (HFSS) are no longer permitted to appear in television adverts between 5.30am and 9pm, or in online advertising at any time. Ministers estimate the measures could prevent around 20,000 cases of childhood obesity.
The restrictions cover a wide range of everyday foods, including chocolates and sweets, pizzas and ice creams, as well as some breakfast cereals, porridges, sweetened bread products, sandwiches, main meals and soft drinks. While the policy is often associated with confectionery and sugary drinks, health campaigners have highlighted that many staple foods can also fall foul of the rules when they contain high levels of added sugar, salt or saturated fat.
The ban applies to products within 13 food and drink categories identified as playing a significant role in childhood obesity. Items in these categories are then assessed using a nutrient profiling model, which scores products based on their nutritional content. Only those that are classed as “less healthy” under this system are subject to the advertising restrictions.
The move follows a voluntary advertising ban introduced in October, alongside new rules restricting “buy one get one free” promotions on unhealthy foods in supermarkets. Under the new regime, compliance is mandatory, and companies that breach the rules could face enforcement action from the Advertising Standards Authority.
Public health experts have welcomed the changes, though many argue they have been delayed for far too long. Katherine Brown, professor of behaviour change in health at the University of Hertfordshire, said children are “highly susceptible to aggressive marketing of unhealthy foods”, adding that exposure increases the risk of obesity and related chronic diseases.
“This policy comes into force three years after it was originally proposed, following repeated delays, cutbacks and industry pressure,” she said. Professor Brown stressed that while advertising restrictions are an important step, they must be part of a broader strategy to reduce health inequalities, improve local food environments and make healthier options more affordable and accessible.
The government has said companies can continue to advertise healthier versions of products that fall within the restricted categories, in the hope this will encourage reformulation. For example, plain porridge oats and many muesli, granola and porridge products will still be allowed to be advertised, while versions with added sugar, chocolate or syrups may be affected.
Brands can also continue to advertise their names, provided their less healthy products are not identifiable in the advert.
Previously, HFSS products were restricted only when more than 25 per cent of the audience was under the age of 16.
Latest figures show one in 10 children starting school are already obese, while one in five have experienced tooth decay by the age of five. Obesity increases the risk of type 2 diabetes, heart disease and certain cancers, and is estimated to cost the NHS more than £11 billion each year.
The Food and Drink Federation said it remains committed to helping people eat more healthily, noting that its members’ products now contain around a third less salt and sugar, and a quarter fewer calories, than a decade ago.