From 5 January 2026*, the UK will introduce new rules limiting the advertising of ‘less healthy’ products on TV and online. These new restrictions, combined with the existing rules on ads for products which are high in fat, salt and sugar (HFSS), make this a strictly regulated area of advertising which affects advertisers of these products, as well as those selling inventory.
* Whilst the rules will have legal effect from 5 January 2026, anyone affected is expected to comply with the rules on a voluntary basis from 1 October 2025. More on this below.
FAQs
What’s changing?
The new rules will introduce:
- A total ban on paid-for online ads for less healthy products, and
- A 9pm watershed for ads for less healthy products on Ofcom-regulated TV and on-demand platforms.
The restrictions will not apply to brand-only ads.
What counts as a “less healthy” product?
“Less healthy” products are a subset of HFSS products. To be a “less healthy” product, the product must:
- fall into one of the less healthy food and drink product categories, and
- score 4 or more for food and 1 or more for drink when applying the 2004 to 2005 Nutrient Profiling Model using the 2011 technical guidance.
Who’s affected?
- Businesses with 250+ employees.
- Food and drink brands, restaurants, takeaways, franchisers and symbol groups.
- Broadcasters and TV platforms and, indirectly, other online platforms and publishers.
When do I need to comply?
To allow time for new laws exempting brand advertising from the restrictions, the government has extended the date when the restrictions come into force to 5 January 2026.
But, the government still expects compliance with the restrictions as if they still come into force on 1 October 2025.
Are there any exemptions?
The rules don’t apply to:
- Brand advertising
- Audio only ads (e.g., podcasts)
- Digital out-of-home media
- Products advertised by SMEs
- Ads aimed at businesses rather than consumers
- Unpaid content (e.g. on brands’ own websites)
Where can I find out more?
In-depth summaries of the new and existing rules are available here.
Need help navigating the HFSS landscape?
Our team of advertising and regulatory experts can guide you through the existing HFSS and the new less healthy rules and help future-proof your campaigns. If you’d like to discuss how we can support you, please get in touch.