UK Delays Ad Ban on Unhealthy Foods, Saves Christmas Ads

The UK government has delayed the ban on TV advertising for high-fat, salt, and sugar products until January 2026, allowing some Christmas ads to continue, while a voluntary agreement with the industry will still go ahead in October.

The delay will give the Department of Health and the Advertising Standards Authority more time to clarify the restrictions, which will still target specific products, but companies will be able to advertise their brands, not individual products. This means that festive foods like mince pies and Christmas puddings may still be advertised, but not their ingredients or nutritional content.

The government aims to protect children from advertising unhealthy products while supporting economic growth and ensuring industry confidence in advertising. A Statutory Instrument will be introduced to exempt "brand advertising" from restrictions on promoting less healthy foods, providing legal clarification on the policy. The move aims to support economic growth, ensure industry confidence, and protect children from advertising of less healthy products.

The UK government had previously dropped its guidance urging retailers to offer discounts and promotions on minimally processed and nutritious food in June 2023 after lobbying by the Food and Drink Federation (FDF). The FDF had argued that the policy was not supported by scientific evidence, and the guidance was eventually dropped. Experts have criticized the move, saying that it is "flawed" advice because many ultra-processed foods still meet the definition of "healthier" options.

The delay in the ad ban and the changes to the guidance have raised concerns about the influence of the food industry on government policy. The UK government has maintained that the changes were made in 2023 under the previous government, but the decision has been criticized by experts and health advocates.