Overview
- The Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025 were laid before Parliament on 10 September.
- Restrictions take legal effect on 5 January 2026, with advertisers, broadcasters and online platforms pledging early compliance from 1 October 2025.
- Brand advertising that does not identify specific less healthy products is out of scope under criteria set in the regulations.
- Ofcom and the Advertising Standards Authority will finalise implementation and enforcement guidance ahead of the legal start date.
- The government projects around 7.2 billion calories removed from children’s diets each year and roughly £2 billion in long‑term health benefits, following recent action on high‑caffeine energy drinks for under‑16s.