HFSS briefing for ISBA members

Public Affairs


  • The UK Government legislated in the Health and Care Act 2022 for new restrictions on the advertising of food and drink products high in fat, sugar or salt (HFSS): a 9pm watershed on broadcast TV/ODPS, and a total ban on paid-for online advertising.
  • There are a number of exemptions from the restrictions, including for brand advertising, ‘transactional content’ and more. However, these are still to be precisely defined. A Government consultation on some of these exemptions closed on 31 March 2023.
  • The implementation of the restrictions has been delayed until 1 October 2025. Ofcom has just consulted on the day-to-day regulation of the restrictions; we expect the ASA to be the designated regulator, and for full guidance for brands to be considered by CAP/BCAP over the course of 2023.

The full briefing is available below.

If you have any questions or would like to discuss this further, please contact ISBA's Director of Public Affairs, Rob Newman, on RobN@isba.org.uk