From October 2025, new regulations will prevent high fat, salt, and sugar (HFSS) products from being advertised on television before 9pm and prohibit paid online promotions altogether. / Credit: dizain via Shutterstock

The UK government has announced that new advertising restrictions targeting less healthy food and drink products will come into effect across the nation on 1 October 2025.

These measures aim to address concerns over rising childhood obesity rates and the influence of advertising on dietary choices.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Scope of the new regulations

Under the forthcoming regulations, a 9pm watershed will be imposed on the advertising of products high in fat, salt, or sugar (HFSS) on broadcast television.

This means such advertisements will not be permitted before 9pm.

Additionally, a 24-hour restriction will be placed on paid-for advertising of these products online, effectively prohibiting their promotion on digital platforms at any time.

Defining ‘less healthy’ products

The determination of which products fall under the ‘less healthy’ category involves a two-step process.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Firstly, a product must belong to one of the specified categories outlined in the schedule of the regulations. Secondly, it must score 4 or above for food, or 1 or above for drink, when assessed using the 2004/2005 Nutrient Profiling Model in conjunction with the 2011 technical guidance.

This model evaluates the nutritional content of products to ascertain their healthiness.

Guidance for businesses and enforcement

To assist businesses and enforcement authorities in understanding and applying these regulations, the government has developed comprehensive guidance.

This document is intended to clarify the application of the rules and should be read alongside the regulations themselves, as well as the implementation guidance to be published by the Advertising Standards Authority (ASA).

It is important to note that while this guidance aims to be informative, it does not serve as an authoritative interpretation of the law; only courts hold that authority.

These measures reflect the government’s commitment to improving public health by reducing the exposure of children and adults to advertising of less healthy food and drink options.