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Advertising Restrictions on Less Healthy Food and Drink

United Kingdom

Thematic area

Marketing and Regulation

Policy scope

National

Target audience

Citizens/Consumers, Businesses, Public Sector

Status

Future

Aim and method

The policy addresses childhood obesity by restricting advertisements for unhealthy food and drink products aimed at children. It enforces a 9pm watershed on TV, meaning that ads for these products cannot air before 9pm when children are most likely watching. The policy also restricts online paid advertising for these products to reduce children’s exposure. This combined approach, set to be fully implemented in October 2025, aims to shape healthier dietary choices by limiting children’s exposure to marketing of high-fat, salt, and sugar (HFSS) foods.

Background

The policy arose to address rising childhood obesity rates and the health impact of high-fat, salt, and sugar (HFSS) products on public health. It followed extensive consultations and data showing that ads for these products influence children's eating habits. Collaborations included public health organizations, stakeholders in food industries, and advertising bodies to develop balanced restrictions that reduce exposure while considering industry and media implications. No, i did not collaborate with any relevant partners.

Monitoring and ownership

The policy is monitored by the UK's Department of Health and Social Care, which oversees compliance with the restrictions. Regulatory agencies, such as the Advertising Standards Authority (ASA), are involved in ensuring adherence to the new guidelines across TV and online platforms.

Implementation and Results

The policy is enforced by a co-regulatory structure led by Ofcom, with the Advertising Standards Authority (ASA) potentially appointed as the day-to-day regulator. Implementation includes informal measures like reputational sanctions and takedown requests for minor breaches, with more serious issues referred back to Ofcom for stronger actions. This framework is intended to ensure effective, flexible enforcement within the evolving online media landscape, though no measurable outcomes are reported yet as the policy is still in preparation for full enforcement by October 2025.