Food and drink advertising

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 a 9pm HFSS advertising watershed on TV, and a ban on all paid for HFSS advertising online, as the evidence does not support that they will reduce childhood obesity. (Governments own data estimates just a 2 calorie daily deficit in children’s diets as a result of these restrictions).

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.