**Government Delays Controversial Ban on Junk Food Adverts Until 2026**
Planned government restrictions on television advertising for products high in fat, salt and sugar (HFSS) prior to the 9pm watershed have been postponed for several months, following a wave of concern from both food industry representatives and broadcasters. The proposed measures, originally scheduled to come into effect this October, will now be delayed until January 2026. The postponement aims to address confusion over regulatory interpretation and enforcement, as well as to allow clarity around brand-only advertising.
Despite this official delay, major broadcasters and key industry bodies such as ITV, Channel 4, the Advertising Association, and the British Retail Consortium have announced they will voluntarily implement the restrictions from 1 October 2025. The law, however, will not require compliance until 5 January 2026, creating a window for implementation and adjustment.
A spokesperson for the government underlined the rationale behind the policy, stating, “Obesity deprives children of a healthy start and is linked to lifelong health challenges, placing a heavy burden on the NHS.” The spokesman argued that reducing exposure to junk food adverts is central to the broader government objective of improving child health in the UK, noting that, “from October next year, adverts for specific less healthy products will not be permissible on television before 9pm, nor at any time online.” According to government estimates, the policy could remove up to 7.2 billion calories from children’s diets annually.
The four-month pause before the full legal requirement comes into force is intended to allow the Department of Health and the Advertising Standards Authority (ASA) to issue refined guidance and interpretations for the new standards. This period of revision follows ongoing discussions involving retailers, enforcement agencies and regulators, many of whom have already indicated their willingness to abide by the voluntary October start date.
In a statement regarding the legislative amendments, an ASA spokesperson commented: “We acknowledge the government’s plan to amend the implementation schedule for the less healthy food and drink advertising rules, and to consult further on exemptions for brand-only adverts. It is important for all stakeholders that the rules are clear and practical, so in partnership with Ofcom, we will continue assessing the implications of these changes and provide more detailed guidance in due course.”
The government’s decision comes after significant lobbying from both food retailers and broadcasters, who have debated the reach and impact of the advertising ban. Many in the sector had sought reassurance that straightforward branding campaigns—adverts that do not showcase particular HFSS products—would not fall under the remit of the new restrictions.
Back in April, officials reassured businesses that pure brand messaging should remain unaffected by the guidelines, although they advised caution, highlighting the need for advertisers to potentially rethink how they present product ranges to the public. This demonstrates the complexity behind crafting public health regulations that both protect children and allow for legitimate commercial activity.
Addressing MPs recently, Health Minister Ashley Dalton clarified that, “Whilst it falls to the courts to ultimately interpret the rules, our current view is that generic brand advertising is outside the intended scope of these measures.” Dalton added that the true test would be whether an advert could reasonably be taken as promoting a specific less healthy product, rather than simply endorsing a brand name.
She further explained that, while Parliament sets the boundaries, regulators and courts will hold significant latitude in deciding how the new advertising standards are interpreted and enforced. The law provides, in her words, “considerable discretion,” resulting in both opportunities and uncertainty for advertisers.
Some industry leaders remain wary of the potential real-world consequences. During a keynote appearance earlier this year, M&S chairman Archie Norman suggested the tighter HFSS restrictions could spell the end for well-known festive adverts, stating, “It probably means we can’t run a Christmas ad,” given the prominence of indulgent foods in traditional seasonal marketing.
As the debate evolves, many stakeholders are watching closely for the forthcoming guidance from authorities. For now, the move signifies a continued balancing act between protecting child health and allowing creativity within advertising—a tension likely to persist as the new standards come into force over the coming year.