The Labour government is set to enforce a ban on junk food advertisements before the 9pm watershed by October 2025, confirming a step forward in addressing UK obesity levels.
- The decision aligns with previously introduced regulations on high fat, salt, and sugar (HFSS) foods in retail environments from 2022.
- The ban aims to shield children from exposure to unhealthy food ads, influencing their dietary habits from a young age.
- This measure overcomes delays placed by the prior Conservative government due to industry preparation concerns amidst economic challenges.
- Food industry figures, such as Nomad Foods’ CEO, have expressed support, citing reformulation towards healthier products as key.
The Labour government has announced that from 1 October 2025, advertisements for junk food will be banned on television before 9pm. This decision is part of a broader initiative to address obesity levels within the United Kingdom. Prior efforts under this initiative saw HFSS (high in fat, salt, or sugar) products removed from prominent retail spaces like store entrances and checkouts since October 2022.
In a written statement, health minister Andrew Gwynne emphasised the critical nature of these restrictions, stating, “We want to tackle the problem head on and that includes implementing restrictions on junk food advertising on TV and online without further delay.” This statement underscores the government’s commitment to a 9pm TV advertising watershed and a complete prohibition on paid online advertising.
These regulations are specifically designed to protect children, as evidence indicates that exposure to unhealthy food advertising significantly affects young people’s dietary preferences.
Initially, the Conservative government delayed the implementation of these restrictions to allow businesses more time to adapt, especially during challenging economic times. This postponement had notably frustrated health campaigners and experts who were eager for immediate action.
Andrew Gwynne has also confirmed the release of the government’s response to the 2022 consultation on the draft secondary legislation, an essential step that defines the parameters of the restrictions, offering clarity to businesses in preparation for the 2025 enforcement.
Supporting this initiative, Stéfan Descheemaeker, the CEO of Nomad Foods, expressed approval, recognising the food industry’s role in addressing childhood obesity. “As the owner of iconic and much-loved brands, we welcome the government’s move to ban the advertising of foods high in fat, sugar, and salt,” he said, adding that the goal is to increase sales from healthier foods year on year.
Descheemaeker highlighted the industry’s potential to reformulate products by using healthier ingredients and recipes, emphasising the significant role of these reforms in combating the obesity crisis, not just in the UK but globally.
The Labour government’s commitment to HFSS advertising restrictions by 2025 marks a pivotal step in combatting obesity in the UK.
