UK bans junk-food advertising before 9pm on TV and online
Change
UK banned advertising of foods high in fat, salt and sugar on television before 9pm and entirely online, effective 5 January 2026.
Why it matters
Marketers of foods high in fat, salt and sugar lose access to pre-watershed TV slots and paid online placements for affected products, forcing immediate changes to media plans. The restrictions exclude brand-level ads and outdoor sites, so campaign teams must reallocate budgets into channels that remain legal.
Implications
- • Brand marketing teams at food and drink manufacturers must withdraw scheduled paid HFSS (high in fat, salt and sugar) creative from pre-9pm television and paid online placements or the ads will breach the ban.
- • Media-buying teams at advertising agencies must reallocate planned buys to channels outside the rules, such as outdoor advertising and companies' owned social accounts, before current campaign executions.
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