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.

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.

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.