The Labour government has confirmed it will bring in a ban on junk food adverts being shown on TV before 9pm on 1 October 2025.
It marks the latest move to tackle obesity levels in the UK, with the previous government having introduced high in fat, salt or sugar (HFSS) regulations on 1 October 2022, which saw products deemed ‘unhealthy’ removed from store entrances, gondola ends and checkouts.
In a written statement, health minister Andrew Gwynne said: “We want to tackle the problem head on and that includes implementing the restrictions on junk food advertising on TV and online without further delay. We will introduce a 9pm watershed on TV advertising, and a total ban on paid-for online advertising.
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“These restrictions will help protect children from being exposed to advertising of less healthy food and drinks, which evidence shows influences their dietary preferences from a young age.”
The ban on adverts for HFSS foods before 9pm was initially pushed back in 2022 after the Conservative government said that businesses would need more time to prepare and reformulate, alongside reviewing the impact it could have on consumers amid the cost-of-living crisis.
At the time, the delay to October 2025 was a move that frustrated health campaigners and industry experts.
Gwynne added: “I am today confirming that we have published the government’s response to the 2022 consultation on the draft secondary legislation. This is a key milestone which confirms the definitions for the products, businesses and services in scope of the restrictions.
“This provides the clarity that businesses have been calling for and will support them to prepare for the restrictions coming into force across the UK on 1 October 2025.”
Nomad Foods CEO, Stéfan Descheemaeker, who has welcomed the news, said: “As the owner of iconic and much-loved brands such as Birds Eye, Aunt Bessie’s and Goodfella’s, we welcome the government’s move to ban the advertising of foods high in fat, sugar and salt. With the UK facing a childhood obesity epidemic, the food industry has a responsibility to help families eat more healthily.
“93% of our sales come from foods that aren’t high in fat, sugar and salt and we have committed to increase this year on year. For most food categories, industry can reformulate and use healthier ingredients and recipes. We welcome this important step in the UK, which will encourage the reformulation of products and bringing new, healthier ones to market. The UK advertising ban forms part of what needs to be a global effort to tackle the obesity crisis we are facing around the world.”
