The Labour government will ban junk food adverts on TV before 9pm starting 1 October 2025.
- This move aims to address the obesity problem in the UK by restricting unhealthy food marketing.
- The previous Conservative government delayed this ban to allow businesses preparation time.
- The current announcement includes responses to a consultation defining products under these restrictions.
- Nomad Foods CEO supports the initiative, highlighting industry’s role in promoting healthier eating.
The Labour government’s new policy will see a ban on junk food advertisements being aired on television before 9pm from 1 October 2025. This step is part of a broader effort to tackle rising obesity rates within the UK. The introduction of these measures aligns with previous regulations instituted on 1 October 2022, which restricted the display of high fat, salt, or sugar (HFSS) products in prominent store locations, such as entrances and checkouts. The regulations aim to diminish the exposure of unhealthy food promotions to children, thereby influencing their long-term dietary preferences.
A written statement from Health Minister Andrew Gwynne emphasises the government’s commitment to these measures. “We want to tackle the problem head on and that includes implementing the restrictions on junk food advertising on TV and online without further delay,” Gwynne articulated. There will be a 9pm watershed for TV advertising and an outright ban on paid-for online junk food advertising. This move is expected to offer significant protection against the aggressive marketing of unhealthy foods to impressionable audiences, particularly children.
The original timeline for the advertising ban was postponed by the previous Conservative administration, which cited the need for businesses to adjust and re-formulate products amid challenging economic circumstances as reasons for the deferral. The delay has been a point of contention among health campaigners and experts in the field, who argued that this postponement has hindered progress in addressing the obesity crisis.
In support of the government’s resolve, Andrew Gwynne confirmed the publication of the response to the 2022 consultation, which provides essential clarifications for the businesses affected. This document outlines the specific definitions of the products, services, and businesses subject to the upcoming restrictions. This clarity is intended to assist enterprises in adequately preparing for the changes due to be enforced across the UK.
Notably, Stéfan Descheemaeker, CEO of Nomad Foods, expressed approval for the government’s decision. As the owner of well-known brands such as Birds Eye and Aunt Bessie’s, Descheemaeker recognises the industry’s responsibility in promoting healthy eating. With 93% of Nomad Foods’ sales stemming from products not categorised as HFSS, the CEO sees this development as an opportunity for industry reformulation towards healthier alternatives, benefiting both public health and market innovation.
The enforcement of these advertising restrictions underscores the Labour government’s commitment to public health and combating childhood obesity.
