Update on less healthy foods advertising restrictions – delayed again
The UK government has postponed the implementation of new TV and online advertising restrictions for Less Healthy Foods (LHF) from 1 October 2025 to 5 January 2026. Originally set for January 2023, the delay follows industry concerns over draft guidance suggesting the rules could apply to general brand advertising, not just ads for specific LHF products.
In response, the government confirmed it will introduce secondary legislation to exclude brand advertising from the restrictions and provide legal clarification before the new rules take effect. Despite the delay, voluntary compliance is still expected from 1 October 2025. Broadcasters like ITV, Channel 4, and Sky have agreed to this, though Clearcast has yet to confirm its position.
Online platforms are also expected to support voluntary compliance, though how this will work in practice remains unclear.
Meanwhile, in-store restrictions on LHF promotions—such as bans on “Buy One Get One Free” offers and prominent product placement—are still expected to come into force on 1 October 2025, though official confirmation is pending.
Businesses should continue preparing for the ban on advertising identifiable LHF products and the broader regulatory changes affecting promotions and digital marketing.
For more about this decision, please see our full article here.
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