The UK has ushered in a major new public health policy, implementing a watershed ban on television advertising for foods high in fat, salt, and sugar (HFSS). The new rules, which came into effect on Saturday, 20 December 2025, prohibit the broadcast of adverts for unhealthy food and drink before the 9pm watershed.
Details of the Landmark Advertising Restriction
This significant regulatory shift targets all television programmes, regardless of their intended audience. The ban is not limited to children's programming but applies universally to any show airing before 9pm. The policy is a central pillar of the government's strategy to combat the growing crisis of childhood obesity across the nation.
The rules specifically cover products classified as HFSS under the nutrient profiling model established by the Department of Health and Social Care. This model assesses foods based on their content of beneficial elements like fruit, nuts, and fibre against harmful components such as saturated fat, sugar, and salt.
The ban was first announced in November 2020 as part of a broader governmental plan to improve the nation's health. Its implementation follows a lengthy consultation period and a phased approach, giving broadcasters and advertisers considerable time to adjust their commercial strategies and portfolios.
Industry Reaction and Broader Context
The response from the food and advertising industries has been mixed, reflecting the significant commercial implications of the change. Major food corporations and broadcasters have expressed concerns about the financial impact. They argue that the restrictions could reduce funding for popular programming and limit consumer choice.
However, public health advocates and campaign groups have welcomed the move as a necessary and long-overdue step. Organisations like Action on Sugar and the Obesity Health Alliance have consistently argued that relentless marketing of unhealthy foods undermines efforts to promote better diets, particularly among young people who are heavily influenced by television advertising.
This television watershed forms part of a wider suite of measures designed to curb the promotion of unhealthy foods. These include upcoming restrictions on online advertising for HFSS products and the enforcement of calorie labelling on menus in large restaurants, cafes, and takeaways. The government's approach indicates a clear shift towards holding manufacturers and marketers more accountable for the health impacts of their products.
Potential Impact and Future Challenges
The primary goal of the ban is to reduce children's exposure to persuasive marketing for foods that contribute to poor dietary habits. By creating a healthier media environment, policymakers hope to support parents in making nutritious choices for their families and to help reduce obesity rates in the long term.
Critics, however, question the effectiveness of a TV-focused ban in a digital age where young people increasingly consume content on streaming platforms and social media, which are not covered by this specific regulation. This highlights a potential challenge: the policy may need to evolve rapidly to keep pace with changing media consumption habits.
The success of the policy will likely be monitored through public health data, tracking trends in childhood obesity rates and dietary quality in the coming years. The move also places the UK at the forefront of stringent food marketing regulations in Europe, setting a potential precedent for other nations considering similar actions to protect public health.
