The Government has confirmed that it will implement a ban on HFSS (high in fat, sugar and salt) food advertising before 9pm.

Andrew Gwynne MP, Parliamentary Under-Secretary of State for Public Health and Prevention, released a written statement detailing the decision, which will come into force on 1st October 2025.

He wrote: “More than one in five children in England are overweight or living with obesity by the time they start primary school, and this rises to more than one third by the time they leave. We want to tackle the problem head on and that includes implementing the restrictions on junk food advertising on TV and online without further delay.

“We will introduce a 9pm watershed on TV advertising, and a total ban on paid-for online advertising. These restrictions will help protect children from being exposed to advertising of less healthy food and drinks, which evidence shows influences their dietary preferences from a young age.”

Government must “move swiftly” to finalise draft regulations

The ban was first introduced in 2022 under the Conservative Government, but has been delayed multiple times until October 2025.

Gwynne confirmed the Government had published its response to the 2022 consultation on the draft secondary legislation, which he said “confirmed definitions for products, businesses and services in the scope of restrictions”.

A spokesperson for the Food and Drink Federation (FDF) said: “Obesity is a serious and complex issue, affecting the physical and mental health of adults and children alike. Food and drink manufacturers agree that bold action from all parties must be taken to help people make healthier choices, tackle obesity and poor diets. Businesses have invested more than £160 million since 2023 to create healthier food and drink, by reducing calories, sugar and salt, and adding fibre, fruit and vegetables – alongside launching new products and smaller portion sizes. 

“We’re committed to working with policy makers to support healthier diets and welcome the certainty provided in the consultation response. We hope Government will now move swiftly to finalise the draft regulations and guidance to further help companies who are preparing for the implementation of the new advertising rules.”