UK food giants have significantly upped their spending on advertising, mere months before the upcoming junk food ad ban is set to be implemented.

Big food brands spent an additional £420m in ads in 2024, an increase of 26% year on year, a figure that coincided with a bumper 12 months for sales of snack foods, reported The Observer.

Speaking to the publication, WARC Media director of data, intelligence and forecasting James McDonald said it was “not surprising that we saw sales lift in line with spend”.

“I think the timing is interesting, given the introduction of HFSS [foods high in fat, salt or sugar] regulation this year,” he added.

The spending boom came as the UK government is set to introduce a ban on adverts showing high in fat, salt and sugar (HFSS) products on TV before 9pm, in a bid to crack down on obesity levels.

It is understood the ban, which is set to be implemented from October and comes after over five years of delays, will not impact outdoor posters, audio advertising and partnerships with social media influencers.

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However, the UK’s advertising regulatory body Advertising Standards Authority, has not publicly published guidelines about the new rules.

The incoming ban has also raised questions about how supermarket chains or food giants such as Cadbury, Coca-Cola and Deliveroo, will showcase their festive food for their Christmas campaigns.

Addressing the House of Commons last week, health minister Ashley Dalton said pure brand messages are not “in scope” of the upcoming advertising ban, however brands might have to be more creative in the way they showcase their food ranges and introduce healthier products into their portfolio.

“While it is for a court to interpret the legislation, the government’s view remains that pure brand advertising is not in scope of this policy,” said Dalton.

“For example, brands could promote their non-product attributes, such as corporate social responsibility commitments or customer experience, or advertise the healthier products within their portfolios.”

Many within the grocery industry have already voiced their concern, with M&S chairman Archie Norman warning the government’s new advertising rules “probably mean we can’t run a Christmas ad”, due to many festive foods not adhering to HFSS guidelines.