UK Ad Bodies Respond to Government’s HFSS Ban Delay

In light of the UK government’s announcement that high fat, salt and sugar (HFSS) advertising restrictions will be implemented from October 1st, 2025, industry associations have responded. Both the Advertising Association and ISBA welcomed the delay of implementation, but expressed concern over whether advertising bans are the correct response to an issue of public health.

Stephen Woodford, chief executive, Advertising Association, said: “Whilst it is helpful, for planning purposes, to have a clear timeframe for the new advertising restrictions to be implemented, we continue to believe that this is the wrong policy and will do nothing to tackle obesity.

“Addressing the challenges of obesity in this country requires well-funded, multi-faceted programmes focused on making changes in local communities, not population-wide and non-targeted approaches like advertising bans.”

ISBA’s director-general Phil Smith said: “This is the right decision for advertisers, who were facing an impossible task to comply with these restrictions. The political uncertainty over the past year has meant that there is no designated regulator for these measures, no guidance, and no clarity on either the products in scope or the type of ads that it would be acceptable to run. Bringing them into force either in 2023 or 2024 would have been unworkable.

“While the delay is welcome, we would strongly urge politicians on all sides to use this time to think again about our country’s approach to tackling what is a serious public health issue.

“Advertising has been treated as a silver bullet, when the evidence shows that restrictions of this kind would make no difference to child obesity levels. Rather than reach for bans and watersheds, government should think about the targeted intervention, promotion of food education, and investment in physical activity which would truly move the dial.

“Advertisers are as ready as they have always been to work with government on a coherent, evidence-based approach to promoting healthier and more active lifestyles.”