Government announce delays to TV and online advertising restrictions for unhealthy food and drink
In a disappointing move, the UK Government has confirmed it will delay the implementation of the long-awaited 9pm watershed and online advertising restrictions on foods high in fat, salt, and sugar (HFSS). Originally scheduled to take effect on 1st October 2025, the measures will now be postponed until 5th January 2026 – and will only run on a ‘voluntary’ basis until formal legal amendments are made next year.
In a statement delivered by Ashley Dalton, Secretary of State for Public Health and Prevention, the government also announced plans to explicitly exempt ‘brand advertising’ from the scope of the restrictions. Despite positioning that brand advertising was never intended to be covered, the legislation never explicitly excluded it either. This ambiguity and back-and-forth between the Advertising Standards Agency (ASA), government, and industry allowed industry lobbyists to exploit the loophole and re-open the regulations to accommodate the change, causing the delay. This has now resulted in a diluted policy, meaning whilst a fast-food burger may not be shown in ads, the company’s logo and branding can still be promoted, despite being widely associated with unhealthy food.
This delay marks yet another setback in a long string of broken promises. First introduced as part of the government’s 2020 Obesity Strategy and originally set for 2022, the restrictions will now come into force more than three years later than planned. Evidence shows that restricting HFSS advertising sees significant success, particularly in lower-income areas and communities, and therefore this delay once more signals a concerning misalignment between government public health promises and reality.
We strongly condemn the government’s decision and the food industry’s unethical actions.
Sonia Pombo, Head of Research and Impact at Action on Salt quoted: “Who is really in charge? The food industry or the government?
The government continues to cave to the food industry’s every whim and it is beyond disappointing – yet not surprising. We saw it with the previous government, and we are seeing it now. These advertising restrictions were first discussed over 6 years ago and have the potential to greatly improve the health of our children, yet there is a lack of clear clarity, drive, or intention, allowing the industry to exploit loopholes.
It should not take 6 years to implement a policy, and this news raises genuine questions as to where the government’s commitment really lies.
Their promise to raise the healthiest generation of children in history seems to be as full of holes as their policies.”
