UK Junk-Food Advertising Restrictions Come Into Force Across TV And Online

The UK’s long-anticipated restrictions on junk-food advertising have officially come into force on 5 January 2026, marking a major shift in how foods high in fat, sugar and salt (HFSS) can be marketed to consumers, particularly children.

Under the new rules, advertisements for HFSS products are banned online at all times and cannot be shown on television before 9 pm — a tough watershed designed to cut children’s exposure to unhealthy food and drink marketing. The regulations stem from the Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024, which give effect to amendments in the Communications Act 2003.

The Food Foundation, a prominent public health campaign group, has welcomed the start of the restrictions. Executive director Anna Taylor stated: “Today marks a big, world leading milestone on the journey to protect children from being exposed to the onslaught of junk food advertising which is currently so harmful to their health.”

Though the rules are now legally in force, much of the UK advertising industry had already been voluntarily complying with the new standards since October 2025. That early shift was visible throughout the festive season, with some Christmas TV ads focusing on lower-fat, lower-sugar and lower-salt products — including fruit and vegetables — as broadcasters and advertisers adjusted creative output ahead of the statutory deadline.

The detailed list of affected products covers 13 categories of HFSS food and drink, and the restrictions apply across England, Wales, Scotland and Northern Ireland. Businesses now have to ensure adverts for qualifying products are placed only after the 9 pm watershed on TV or avoid paid online placement entirely.

This development follows years of policy discussion and delays; the restrictions were originally expected to take effect in 2023 but were postponed to allow time for industry preparation and legal clarification.

For the UK fresh produce sector and wider food industry, the change brings both challenges and opportunities: brands reliant on HFSS advertising will need to rethink their media strategy, while producers of healthier options could see greater visibility as the marketing landscape evolves.