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In a move to tackle the growing childhood obesity crisis, the UK government has confirmed that a ban on junk food advertisements will come into effect from 1 October 2025.
This policy, spearheaded by Health Minister Andrew Gwynne, will prohibit the advertisement of high-fat, salt and sugar (HFSS) products on TV before the 9pm watershed and completely ban paid online ads for these items.
The ban comes in response to alarming statistics: over one in five children in England are overweight or living with obesity by the time they begin primary school, a figure that escalates to more than one-third by the time they finish.
Gwynne emphasised that the policy fulfils a key Labour manifesto promise and represents a significant step toward curbing the influence of unhealthy food marketing on children, a demographic highly susceptible to such advertising.
A shift in the industry
For the food and beverage sector, this legislation represents a major shift. Historically, companies have relied heavily on television and online ads to promote HFSS products.
However, with these traditional channels restricted, manufacturers will likely face pressure to reformulate their products to meet healthier standards or pivot their marketing strategies towards more health-conscious alternatives.
Industry reformulation in response to previous regulations, such as the sugar tax on soft drinks, has already demonstrated the industry's capacity to innovate under pressure. The new regulations could encourage similar efforts, especially in creating products that align with public health goals.
Christina Vogel, director of the Centre for Food Policy at City St George’s, University of London, highlighted the significance of this move: “[The] announcement is a crucial step forward in restricting the exposure of children to unhealthy food advertising. These measures, including the 9pm watershed and the online ad ban, will have a positive impact on the nation’s health and reduce the economic burden on our healthcare system.”
However, Vogel also highlighted the need for continued progress: “The government must now set a clear timeline for implementing the updated Nutrient Profile Model, ensuring that it reflects the latest dietary guidelines, especially in reducing free sugars and increasing fibre intake”.
🚫What foods and drinks will be banned?🚫
Under the new UK regulations, a range of food and drink products will be banned from advertising to children before the 9pm watershed and through paid online platforms. This ban targets products that are deemed high in fat, salt, and sugar (HFSS), reflecting a growing concern about the impact of such products on public health, particularly childhood obesity.
1. Soft drinks 🥤
This category includes sugary beverages such as cola, lemonade and energy drinks, as well as fruit juices and smoothies with added sugars. These drinks are often high in calories and provide little nutritional value, contributing to excessive calorie intake and poor dental health.
2. Savoury snacks🥨
Products like crisps, tortilla chips and certain types of crackers fall into this category. These snacks are frequently high in salt and fat, which can contribute to high blood pressure and cardiovascular issues.
3. Breakfast cereals🥣
Many breakfast cereals, including granola and muesli, often contain high levels of added sugars. The high sugar content can lead to excessive calorie consumption and poor blood sugar control.
4. Chocolates and sweets 🍫
This includes a broad range of confectionery items such as chocolates, sweets and sugary snacks like popcorn and chewing gum. These products are typically high in sugar and fats, contributing to weight gain and increasing the risk of developing type 2 diabetes.
5. Ice cream🍦
Both dairy and non-dairy ice creams, including frozen yogurt and gelato, are high in sugar and fats. They contribute significantly to calorie intake and can negatively impact metabolic health when consumed in large quantities.
6. Cakes and cupcakes🎂
This category encompasses a variety of baked goods such as doughnuts, éclairs and flapjacks. These items often have high levels of sugar and fat, contributing to poor dietary habits and weight gain.
7. Biscuits and bars🍪
Protein bars, cereal bars and various types of biscuits are included here. They are frequently high in sugars and fats, which can contribute to unhealthy weight gain and poor nutritional balance.
8. Morning foods🥐
Pastries such as croissants, pain au chocolat and hot cross buns fall into this category. They are typically high in saturated fats and sugars, impacting cardiovascular health and overall calorie intake.
9. Desserts and puddings🍮
This includes items like custard, jelly and mousses, which often have high sugar content. These foods add to overall calorie intake and can contribute to unhealthy eating patterns.
10. Yogurt🥛
Sweetened yogurts and drinkable yogurts, including non-dairy alternatives, are included in the ban due to their high sugar content, which can affect weight and blood sugar levels.
11. Pizza 🍕
Pizza, including both ready-made and takeaway varieties, often contains high levels of fat, salt and calories. Despite some exemptions for plain bases, most pizza varieties are considered HFSS due to their high fat and salt content.
12. Potatoes 🍟
While plain potatoes are exempt, processed potato products such as chips, hash browns, waffles and croquettes are covered. These products often contain added fats and salts.
13. Ready meals🍔
This category covers pre-prepared meals, including sandwiches and burgers, which are often HFSS. These meals can contribute to excessive calorie consumption and poor nutritional quality.
How can F&B manufacturers prepare for the ban?
Manufacturers can take several steps to prepare for the upcoming ban on junk food advertising:
Product reformulation: Reformulating products to reduce levels of fat, sugar and salt. This not only helps meet new regulatory standards but also aligns with consumer demand for healthier options.
Alt marketing strategies: Shift advertising focus toward healthier products or those that meet the new guidelines. Develop campaigns that highlight nutritional benefits and promote balanced diets.
Engaging in health initiatives: Partner with health organisations or participate in community programmes aimed at promoting healthy eating habits. This can enhance brand reputation and demonstrate a commitment to public health.
Investing in R&D: Allocate resources to R&D for healthier product lines that appeal to health-conscious consumers. Innovation can help capture market share in a changing landscape.
Educating consumers: Launch educational campaigns that inform consumers about nutrition and healthy choices. This can build brand loyalty and position the company as a leader in health & wellness.
Alt marketing channels: Explore new marketing avenues such as social media, influencer partnerships and content marketing that do not fall under the same restrictions as traditional advertising.
Monitoring regulatory changes: Stay informed about evolving regulations and guidelines. Engage with industry associations to advocate for reasonable standards and ensure compliance.
Consumer feedback and adaptation: Actively seek consumer feedback to understand preferences and concerns. Use this information to adapt products and marketing strategies accordingly.
Building a stronger online presence: Enhance digital marketing strategies that comply with regulations while effectively reaching target audiences. Focus on engaging content that promotes healthy lifestyles.
Collaboration with stakeholders: Work collaboratively with other industry players, health advocates and policymakers to shape future regulations and promote a healthier food environment.
Global context
The UK's ban on junk food advertising is part of a broader international trend towards tighter regulations on unhealthy food marketing aimed at children.
Spain, for example, implemented a ban on junk food ads during children’s programming in 2020, and Australia is considering similar restrictions.
Norway is set to implement a comprehensive ban on marketing directed at individuals under 18, encompassing products such as soft drinks, sweets and ice cream.
Portugal has introduced regulations that restrict the advertising of unhealthy foods on television and radio during peak viewing times when at least 25% of the audience consists of children under 16.
The European Union is also reviewing proposals to limit the marketing of HFSS foods to children, indicating a growing recognition of the need to protect vulnerable populations globally.
Looking ahead
As the October 2025 deadline looms, the food and beverage sector faces significant challenges but also opportunities for innovation. Manufacturers who proactively reformulate their products and adopt healthier marketing strategies may be better positioned in this new regulatory landscape.
Further guidance on product classifications is expected, and a four-week consultation will clarify how these restrictions will apply to platforms like Internet Protocol Television (IPTV).
However, experts like Vogel stress the importance of robust enforcement mechanisms. Without stringent oversight and adequate resources, there is a risk that companies could circumvent the rules, undermining the policy’s effectiveness.
Broader implications
Beyond immediate changes to advertising, this policy forms part of a wider governmental strategy to address the nation's public health challenges. It builds on previous initiatives such as the soft drink levy and calorie labelling laws.
As the country grapples with escalating healthcare costs, preventative measures like these offer a long-term solution, aiming to reduce the pressure on the NHS by addressing preventable diseases linked to poor diet and obesity.
The coming years will see a period of adaptation for both industry players and regulators. With continued pressure from public health experts and global precedents set by other nations, the UK’s decision to implement this ban may serve as a model for other countries facing similar challenges.