The UK is set to introduce new junk food advertising rules from 5 January 2026, following a series of delays.
The restrictions, which were originally due to take effect on 1 January 2023, have been delayed as the Department of Health and Social Care needed additional provide time to consult on and lay further regulations to clarify how the restrictions would apply to brand advertising. It is also working to provide an explicit exemption for brand advertising from the restrictions in legislation.
What are the new rules?
To protect children, these restrictions will only affect advertising for less healthy food or drink on television between 05h30 and 21h00, and paid-for advertising online at any time.
Other types of advertising, such as billboards and other outdoor advertising, will not be affected by this change, although existing regulations still apply.
To help stop children being exposed to adverts for foods that are high in fat, salt and sugar government will look at two sets of criteria for products.
Firstly, it will identify products that fall within one of thirteen categories that are of most significance for childhood obesity. These were decided following extensive consultation.
These categories are:
- Prepared soft drinks containing added sugar ingredients
- Savoury snacks
- Breakfast cereals and porridges (some of which can contain high amounts of sugar and fat)
- Chocolates and sweets
- Ice cream, ice lollies, frozen yoghurt, water ices and similar frozen products
- Cakes and cupcakes
- Sweet biscuits and bars
- Morning goods including sweet pastries and sweetened bread products
- Desserts and puddings
- Sweetened yoghurt and fromage frais
- Pizzas
- Prepared potato products
- Main meals and sandwiches
After this, the products in these categories must be assessed as to whether they are ‘less healthy’ based on a scoring tool that considers the levels of nutrients and whether products are high in saturated fat, salt, or sugar.
Only products that meet both of these two criteria will be affected by these restrictions.
Companies can still advertise healthier versions of products in the categories above, which we hope will encourage the food industry to change their recipes and provide healthier options.
“The restrictions on the advertising of junk food on TV and online has been beset by repeated delay and the failure of successive governments to effectively implement this policy remains highly disappointing,” said Lord Bethell, Member of the Secondary Legislation Scrutiny Committee.
“The Government must do more to support public health across the country and support the NHS with effective regulations that work towards properly dealing with the issues of obesity in children and getting to grips with tackling our ever-growing obesity crisis. Bold and comprehensive action is essential to mitigate the impact of targeted marketing of junk food to children which has been shown to result in them being more likely to experience obesity and related health problems throughout their life.
“There must be no further delay in these Regulations taking legal effect so that appropriate action can be taken if there is non-compliance. At present, in our view, it is unclear how effective the voluntary agreement will be,” Lord Bethel said.
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