The Committees of Advertising Practice (CAP and BCAP) have launched a new consultation on proposals to bring in restrictions on the advertising of less healthy food and drink. The move follows recent legislation altering the framework for how brand advertising is treated under the new rules.
The September consultation has been prompted by the Government’s introduction of The Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025. This measure explicitly exempts “brand advertisements” from the restrictions, and this has meant significant redrafting of the proposed rules and accompanying guidance.
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The Advertising Standards Agency has been appointed by Ofcom as the frontline body to enforce compliance once the new regime comes into force.
The restrictions will take effect on 5 January 2026 and will prohibit advertising for identifiable less-healthy products on Ofcom-regulated television services and on-demand programme services between 5.30 and 9pm, as well as in paid-for online advertising.
The consultation will remain open until 9 October.
