Overview
- The mandate replaces a voluntary phase that began on October 1, with the Advertising Standards Authority empowered to act on breaches.
- Restrictions apply only when specific HFSS products are identifiable in the advert, allowing brand-only campaigns to continue.
- Companies may promote healthier or reformulated variants, which the government says is intended to encourage recipe changes.
- The policy covers 13 categories such as soft drinks, confectionery, pizzas, breakfast cereals, sweetened bakery items, and ready meals, while outdoor ads are not included.
- Ministers estimate the rules could prevent about 20,000 cases of childhood obesity, citing high rates of obesity and tooth decay and significant NHS costs.