The new Labour government is set to ban pre-watershed junk food TV ads from October 2025 in a landmark move designed to improve the nation’s health.
Going further than ever before, the move will also see a complete ban on all online advertising for foods high in fat, salt and sugar (HFSS), putting an end to years of toing and froing under the previous government.
Confirmed by public health minister Andrew Gwynne in the House of Commons yesterday (12 September), both measures will come into effect on 1 October 2025.
“This is fantastic news. These restrictions will help shield children from exposure to unhealthy food and drink advertising, which research shows significantly shapes their relationship with food,” Bite Back CEO, James Toop said.
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“We know that the more junk food ads you see, the more unhealthy food you’re likely to consume. Restricting these ads will protect more young people from falling into this trap.”
IPA director of Legal & Public Affairs, Richard Lindsay, also commented on the move, saying: “It has been public knowledge since 2022 that these advertising restrictions would come into effect in October next year, so this recent announcement is not new news, though certainty for the industry is welcome.
“With the law underpinning the restrictions so vague, we had repeatedly asked the previous government to respond to its consultation of two years ago on regulations intended to clarify some elements of the restrictions, and the new government has at last issued that response.
“Those regulations still need to be finalised and guidance issued so that industry is able to make sure its ads comply.”
Multiple attempts had been made to curb advertising for food high in fats, sugar and salt (HFSS) under both Boris Johnson and Rishi Sunak to no avail, with the Conservative prime ministers buckling under pressure from junk food giants to delay concrete legislation.
Gwynne added: “More than one in five children in England are overweight or living with obesity by the time they start primary school, and this rises to more than one-third by the time they leave.
“We want to tackle the problem head on, and that incudes implementing the restrictions on junk food advertising on TV and online without further delay.”
