FDF members use advertising responsibly, following strict UK codes. These include rules for food and drink that can be advertised to children on TV and digital media, enforced by an independent regulator.

We fundamentally oppose proposals for further restrictions to HFSS advertising on TV and digital media as the evidence does not support that they will reduce childhood obesity. (Modelling on a 9pm watershed suggests only a 2-calorie daily deficit in children’s diets).

Advertising bans will limit companies’ ability to advertise reformulated and smaller portioned food and drink. This will pose a real threat to companies trying to launch healthier products.

The FDF’s work focuses on responding to UK Government consultations to extend the advertising restrictions and to change the foods and drink they apply to (nutrient profile model review). We monitor and respond to Scottish and Welsh advertising proposals and other restrictions e.g. transport for London ban.

Updates & milestones

FDF Diet and Health Award


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The Food and Drink Federation publishes shortlist for the FDF Awards 2020

The FDF has announced the shortlist for the Food and Drink Federation Awards 2020, which takes place virtually on Wednesday 3 February 2021.

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Advertising and promotions

FDF members are committed to marketing their products in a responsible way. The UK food and drink industry has long shown this commitment through adherence to stringent advertising codes of practice that exist at global, regional and national levels.


Advertising and promotions policy

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dietary intakes

Dietary intakes and recommendations

As an industry, it is important we understand the latest scientific recommendations as well as current dietary intakes.

diet and health

Food and drink promotions

The FDF believes food and drink promotions bring varied and significant benefits to consumers, retailers and manufacturers.


Nutrient profiling

In the UK, a nutrient profiling model is used to define products high in fat, salt or sugar (HFSS), to determine what can or cannot be advertised to children on TV, internet, outdoor spaces and in print media.