The junk food pre-watershed advert ban has been delayed until 2025, after the government pushed back its plans to ban TV advertising for foods high in fat, salt and sugar (HFSS) before 9pm for a second time.
The move has frustrated health campaigners and industry experts, who are expected to call on Rishi Sunak to stick to the 2024 target.
A ban on adverts for HFSS foods before 9pm was initially due to come into force from January 2023, alongside a ban on “buy one get one free” deals on junk food. However, the policy was later delayed for a year, and has now been pushed back by further 12 months, coming into force in January 2025.
Restrictions on HFSS merchandising in shops came into force on 1 October, costing the grocery sector millions of pounds to implement. The ban on junk food multibuy offers and promotions is still expected to be implemented in October 2023.
When they do come into force, the new advertising rules will apply to TV and on-demand programmes, with some restrictions for online advertising also included.
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“Delaying junk food advertising restrictions is a shocking move by the government, with no valid justification to do so, other than giving a flimsy excuse that businesses need more time to prepare and reformulate,” said Obesity Health Alliance director Katharine Jenner.
“This is the action of a government that seems to care more about its own short-term political health than the longer-term health of children.”
Diabetes UK chief executive Chris Askew described the delay as “shameful” and “disgraceful”.
“Delaying action will disproportionately impact the lowest income households, who have less access to healthy food and are targeted by a greater amount of advertising of unhealthy food,” he told The Guardian.
A spokesperson for the Department of Health and Social Care (DHSC) also told The Guardian that the government was still committed to the ban and would provide an update “in due course”.
“The government takes tackling obesity seriously,” they added. “Having a fit and healthy population is essential for a thriving economy and we remain committed to helping people live healthier lives.”
