Ministers ‘caving in to food industry' after delaying junk food ads ban
Campaigners accused the Government of 'caving in to industry pressure' saying the delays were 'the result of a coordinated attack by companies selling the unhealthiest food and drinks and the advertising industry – all working to weaken the policy and delay action'.
The Government had pledged to stop advertisements for products high in fat, salt and sugar (HFSS) being shown on screen while children were likely to be watching, with rules coming into force in October 2025.
But the date has been pushed back after complaints from retailers and confusion over how guidelines would be enforced. The restrictions will now legally take effect on Jan 5.
A government spokesman said: 'Obesity robs children of the best start in life and sets them up for a lifetime of health problems, which costs the NHS billions.
'We have secured a unique and public commitment from advertisers and broadcasters so that from Oct 1 2025, adverts for identifiable less healthy products will not be shown on TV before 9pm or at any time online, and this will be a legal duty from January 2026.
'The junk food advertising restrictions on TV and online are a crucial part of our plan for change to raise the healthiest generation of children ever. By reducing children's exposure to junk food advertising, we will remove up to 7.2 billion calories from UK children's diets each year.'
It is understood that a four-month pause will allow the Department of Health and the Advertising Standards Authority to work on a clearer interpretation of the restrictions.
Earlier in 2025 Archie Norman, the M&S chairman, said the Government's new HFSS advertising rules 'probably mean we can't run a Christmas ad' because many festive foods would not adhere to HFSS guidelines.
Retailers bringing in ban
However, many retailers, including major grocers, have already committed to introduce a ban from Oct 1. ITV, Channel 4, the Advertising Association and the British Retail Consortium have also said they will comply with the restrictions from then.
An Advertising Standards Authority spokesman said: 'The Government has set out its intention to bring in amending legislation to push back the implementation date on LHF [less healthy food and drink] ad restrictions and to consult on changing the law on brand exemption.
'We recognise the importance of this issue for a range of stakeholders. Therefore, together with Ofcom, we will now carefully assess what this means for the process to develop and implement the rules and guidance and will provide a further update as soon as possible.'
Katharine Jenner, director of the Obesity Health Alliance, said: 'This Government committed in its manifesto and via the King's Speech to ending junk food ads targeting children. But just like its predecessor, it appears to be caving to industry pressure and delaying the implementation of these long-overdue restrictions.
'We're seeing the result of a coordinated attack by companies selling the unhealthiest food and drinks and the advertising industry – all working to weaken the policy and delay action.
'The Government insists that this decision is not abandoning their commitments on children's health, it's just cleaning up a technical issue. It is now up to them to prove that's true by implementing the evidence-based policies to make it easier for everyone to eat healthily.'
Talks about a ban began six years ago and a proposal was first announced in June 2021 by Boris Johnson, then prime minister.
Sonia Pombo, head of impact and research at Action on Salt, said: 'The Government continues to cave to the food industry's every whim and it is beyond disappointing, yet not surprising. We saw it with the previous government, and we are seeing it now.
'It should not take six years to implement a policy, and this news raises genuine questions as to where the Government's commitment really lies. Their promise to raise the healthiest generation of children in history seems to be as full of holes as their policies.'
John Maingay, director of policy at the British Heart Foundation, said: 'It is deeply disappointing that industry pressure has caused yet another delay to vital junk food marketing restrictions being implemented in full.
'It has been three years since the legislation was passed when technical issues around the guidance could and should have been resolved.
'Government must now hold firm in their commitment to protecting child health. We urge them to find a solution that honours their manifesto aim of ending the advertising of junk food to children.'
Concerns have been raised by retailers and broadcasters about the impact of the ban.
Ministers are preparing to amend legislation to ensure brand-only advertising, which does not show specific HFSS products, is not caught under the rules.
In April, the Government reassured businesses that pure brand messages are not 'in scope' of the upcoming ban.
However, health campaigners have pointed out that ads which show brand, but not food content, are just as likely to encourage children to eat more.
Junk food promotion
Also in April a British study found that five minutes of junk food promotion is enough to persuade children to eat an extra 130 calories daily.
Children and teenagers exposed to the marketing ate far more calories than other children, even if the adverts did not feature food products at all.
Addressing the Commons in April, Ashley Dalton, the health minister, said: 'The Government's view remains that pure brand advertising is not in scope of this policy.
'This is because the legislation only restricts adverts that could reasonably be considered to be for identifiable less-healthy products, and not adverts that could be reasonably understood to be advertising brands.
'We therefore expect that businesses will still have opportunities to promote their brands, provided that their adverts do not identify a less-healthy product.'
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