HFSS advertising

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Public Affairs

In the Health and Care Act 2022 the UK Government legislated for new restrictions on the advertising of ‘less healthy’ food and drink products (LHF – a subset of products which have been described as high in fat, sugar or salt, or HFSS).

These new restrictions include a 9pm watershed on broadcast TV/ODPS, and a total ban on paid-for online HFSS advertising. There are a number of exemptions from the restrictions, including for brand advertising, which the regulator is working to define.

The advertising industry has a history of supporting and partnering with government to help the UK become a fitter, healthier nation, and to tackle health inequalities. We remain concerned that the new restrictions will not work. Regrettably, Ministers have until now rejected more effective, evidence-based solutions.

The implementation of the LHF restrictions is now set for October 2025. ISBA’s Public Affairs team will continue to represent the views of our members to government, parliamentarians, and regulators. For more information please contact Rob Newman, Director of Public Affairs.