UK Junk Food Advertising Ban Takes Effect with Significant Industry Implications

The United Kingdom has implemented a comprehensive ban on junk food advertising before 9pm on television and a total prohibition across all online platforms, marking a pivotal moment in the government’s strategy to combat childhood obesity. The Advertising Standards Authority will enforce the regulations, which prohibit 13 categories of high fat, sugar and salt products from television slots before the watershed or any online advertising whatsoever.

The regulatory framework represents a substantial shift in advertising practices, though the implementation has revealed notable complexities and potential loopholes. The advertising industry voluntarily adhered to these rules from October 2025 onwards, resulting in the first low-fat, low-sugar and low-salt Christmas advertising campaigns, wherein confectionery and sweet treats gave way to fruit and vegetable promotions.

The legislation contains an intricate web of exceptions and caveats that complicate compliance. Items commonly perceived as nutritious, including sandwiches of any variety, pretzels and all products predominantly stocked in breakfast cereal aisles such as porridge oats and muesli, remain restricted. Reformulated crisps, chips and pizza products continue to face advertising prohibitions despite meeting nutrient criteria, as these goods are deemed contributory to obesity concerns.

A pivotal concession granted to major food corporations has drawn criticism from health advocates. Companies including McDonald’s and Cadbury may continue brand advertising provided they do not display identifiable products. The drumming gorilla advertisement from Cadbury, featuring Phil Collins’ composition “In The Air Tonight,” exemplifies this exemption as it contains no visible chocolate merchandise. This decision followed legal threats from the food industry challenging a proposed blanket prohibition.

The Food Foundation has expressed concern regarding the potential effectiveness of these measures. Industry analysis indicates that food corporations are shifting advertising expenditure towards alternative media channels. Outdoor advertising spending, including billboards and posters, increased 28 percent between 2021 and 2024; McDonald’s demonstrated the largest percentage increase across this period. Outdoor placements face restrictions only within 100 metres of schools and leisure facilities.

The regulatory pathway commenced in 2020 when the previous government announced the advertising ban with an anticipated implementation date of 2023. The subsequent delays and modifications have generated debate regarding the legislation’s capacity to achieve its stated objectives of protecting children from unhealthy product promotion and addressing escalating obesity rates amongst the young population.