Summary
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.
The Government set out a number of exemptions from the restrictions, including for brand advertising and for SMEs. The implementation of the restrictions is set for 1 October 2025.
The ASA is the designated regulator. Two consultations have been held on the draft guidance for brands under the new rules. The responses are currently being considered, with the final guidance due to be published in May, although there is a serious controversy currently underway regarding the lack of an exemption for brand advertising in the draft guidance.
The full briefing is available below.
Less Healthy Food and Drink (LHF) restrictions.pdf
Login to downloadIf 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.