A sweeping ban on television and online advertising for junk food has officially come into force across the United Kingdom, marking a significant step in the government's strategy to tackle the childhood obesity crisis.
What the New Advertising Rules Entail
From today, the Advertising Standards Authority (ASA) will enforce strict regulations that prohibit the promotion of products high in fat, salt, and sugar (HFSS) on TV before the 9pm watershed. A total ban on all online advertising for these items is also now active.
Anna Taylor, executive director of the Food Foundation, hailed the move as a "big, world leading milestone" in protecting children from harmful marketing. The rules cover 13 categories of food and drink, with some surprising inclusions. Items often seen as healthier options, such as all sandwiches, pretzels, and products from the breakfast cereal aisle – including porridge oats – are restricted.
The industry has been preparing for this shift since October 2024, leading to the first Christmas ad campaigns focused on low-sugar, low-fat, and low-salt messaging, where festive treats were notably replaced by fruit and vegetables.
The Brand Advertising Loophole: Enter the Drumming Gorilla
However, a critical exemption has drawn fierce criticism from public health advocates. Following a legal threat from the food industry, the government decided to permit brand-only advertisements that do not feature identifiable restricted products.
This means iconic campaigns like Cadbury's drumming gorilla advert, set to Phil Collins' 'In The Air Tonight', can still air before 9pm because it does not explicitly show a chocolate bar. "Legislation permits companies to switch from product advertising to brand advertising, which is likely to significantly weaken the impact of the new rules," warned Taylor.
The Food Foundation insists the fight is not over, calling for a ban on all forms of junk food marketing targeted at children.
Shifting Strategies and Future Challenges
Anticipating the ban, food companies have been diversifying their marketing spend for years. A recent Food Foundation report revealed a 28% increase in expenditure on outdoor media, like billboards and posters, between 2021 and 2024. These ads are only prohibited if within 100 metres of schools or leisure centres.
McDonald's was noted for the biggest percentage rise in outdoor ad spending over the three-year period, highlighting how brands are adapting to the new regulatory landscape.
The journey to this point began in 2020 under Boris Johnson's government, with initial plans for the ban to start in 2023. Its implementation now sets a new precedent, but the debate over its effectiveness, given the brand-advertising concession, is sure to continue.
