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.

The UK Government will introduce additional restrictions on HFSS advertising in October 2025.  The restrictions will introduce a 9pm HFSS advertising watershed on TV, and a ban on all paid-for HFSS advertising online. We fundamentally disagree with this policy, as the evidence does not support that restrictions 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 many 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 are also supporting our members to prepare for the new regulations with guidance and resources. For more information, please see our HFSS Toolkit.