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

ASA report on protecting young people from misleading or harmful advertising

The Advertising Standards Authority has published its annual report which sets out how it is  fulfilling its objective of protecting young people from harmful or misleading advertising.  The report is broad in focus, but includes results of monitoring compliance with HFSS food and drink advertising rules.

In 2020, complaints about food and drink advertising dropped by 12% compared with 2019.  The food and drink sector also fared better in the amount of complaints received than a number of other sectors such as leisure, health and beauty advertising.

Bristol City Council bans HFSS advertising


Earlier this week, Bristol City Council approved its Advertising and Sponsorship policy which will restrict the marketing of food and drink products high in fat, sugar and/or salt (HFSS as defined by the current UK Nutrient Profiling Model). The policy will come into force on 19 March and will affect any advertising generated by the Council itself and advertising and sponsorship by third parties on council-owned spaces, assets and events.

For more information see Decision Details or contact louise.allen@fdf.org.uk.


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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