The Labour government confirms its commitment to implementing a watershed for junk food advertising before 9pm on TV by 2025.
- The initiative aims to address obesity issues in the UK, following earlier HFSS product placement regulations in stores.
- Health Minister Andrew Gwynne highlights the urgency of tackling advertising’s influence on children’s dietary habits.
- Business clarity is promoted as definitions for affected products and services are published, aiding preparation for the upcoming restrictions.
- Nomad Foods supports the government’s decision, emphasising the importance of global efforts against obesity.
The Labour government has confirmed its intention to implement a ban on junk food advertising on television before 9pm by 2025. This decision signifies a crucial step in addressing rising obesity levels in the UK. In continuation of previous measures that removed unhealthy products from prominent store locations, this advertising restriction aims to further mitigate exposure to high-fat, salt, or sugar (HFSS) foods.
Health Minister Andrew Gwynne, in a formal statement, expressed a commitment to facing obesity challenges directly. Emphasising the influence of junk food advertising on children, he highlighted the importance of implementing advertising restrictions on television and online platforms without further delay. Gwynne announced plans to establish a 9pm television advertising watershed along with a total ban on paid online advertisements, aimed at protecting younger audiences from unhealthy food promotions.
The previous government postponed the introduction of these advertising restrictions, initially scheduled for 2022, citing the need for businesses to adjust and assess consumer impacts during the cost-of-living crisis. This delay, extended to October 2025, met disapproval from health advocates and industry specialists, who expressed frustration over the postponement.
To support businesses and ensure readiness for the impending advertising restrictions, new clarity has been provided. The publication of definitions for products, businesses, and services included in the scope of these restrictions addresses calls for transparency. This move facilitates industry preparation as the 1 October 2025 implementation date approaches.
Stéfan Descheemaeker, CEO of Nomad Foods, expressed a positive outlook towards the government’s action. Acknowledging the responsibility of the food industry in improving public health, Descheemaeker highlighted that the majority of Nomad Foods’ sales are from items that are not high in fat, sugar, or salt. He emphasised the necessity for industry reformulation towards healthier products, viewing the upcoming regulations as part of a broader global strategy to address obesity.
These advertising restrictions mark a significant milestone in the UK’s ongoing efforts to combat obesity and promote healthier lifestyles.
