The Labour government is committed to implementing a ban on junk food adverts on TV before 9pm by 2025.
- This decision is part of efforts to combat obesity in the UK, following the introduction of HFSS regulations in 2022.
- The regulation, effective from 1 October 2022, restricted the placement of ‘unhealthy’ foods in retail spaces.
- A complete ban on paid online advertising for HFSS products will be introduced alongside TV restrictions.
- These measures are intended to protect children from the influence of unhealthy food adverts.
The Labour government has reaffirmed its stance to introduce a ban on junk food advertising on television before 9pm starting from 1 October 2025. This forms part of a broader strategy to address rising obesity levels in the United Kingdom, building upon the foundational high in fat, salt, or sugar (HFSS) regulations initiated on 1 October 2022. These earlier regulations mandated the removal of products deemed ‘unhealthy’ from prime locations within retail environments such as store entrances, gondola ends, and checkout areas.
Health minister Andrew Gwynne has echoed the government’s commitment, stating, ‘We want to tackle the problem head on and that includes implementing the restrictions on junk food advertising on TV and online without further delay.’ The impending restrictions aim to introduce a 9pm watershed for television advertising and a comprehensive ban on paid-for online advertising. These measures are specifically designed to shield children from exposure to advertisements of less healthy food and beverages, which, as evidence suggests, significantly shape their dietary preferences from an early age.
Previously, the plan to enforce the 9pm watershed for HFSS food adverts was postponed in 2022. The delay, prompted by the Conservative government’s review, was intended to give businesses additional time to prepare and reformulate, considering the potential consumer impact amid a cost-of-living crisis. This postponement, however, was met with frustration from health campaigners and industry experts who viewed it as a setback in combating childhood obesity effectively.
Highlighting industry perspectives, Nomad Foods CEO, Stéfan Descheemaeker, expressed support for the government’s decision. With the UK experiencing a childhood obesity epidemic, Descheemaeker acknowledged the food industry’s responsibility in promoting healthier eating habits. ‘93% of our sales come from foods that aren’t high in fat, sugar and salt, and we have committed to increase this year on year,’ he stated, emphasising the industry’s potential to reformulate and promote better ingredients and recipes. Such regulatory steps in the UK could drive the industry towards introducing healthier options to the market, contributing to a global effort in addressing obesity.
The confirmed timeline for HFSS advertising restrictions underscores the UK’s concerted efforts to tackle obesity, particularly among children.
