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.

Advertising and promotions regulations

New Advertising and Promotions Regulations for food and drink high is fat, salt and sugar – What you need to know. A summary of the forthcoming regulations, pinpointing scope, timings and how FDF can support your business.

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News

Government delays volume promotions and advertising ban

The Government is to delay a ban on multi-buy promotions and advertising on food and drink products for 12 months due to the “unprecedented” squeeze on living standards.

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Food and Drink Federation responds to Government advertising ban plans

The FDF has issued the below response in relation to Government plans to move ahead with an advertising ban on products high in fat salt and sugar (HFSS).

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Resources

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Guidance

Guidance on comparative nutrition claims

This FDF guidance provides detailed best practice regulatory advice on the requirements and appropriate wording for comparative nutrition claims to be used in the labelling and advertising of food and drink products.

Report: Celebrating Food and Nutrition

07 April 2022

The Food and Drink Federation has published its 'Celebrating Food and Nutrition' report, showcasing the work of UK food and drink manufacturers to support the nation's health by improving the nutritional status of their products and offering consumers a wide variety of options to support sustainable, balanced diets.

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