UK bans pre-9pm and online advertising of foods high in fat, salt and sugar
Change
UK banned advertising of foods high in fat, salt and sugar on television before 9pm and across all online platforms, effective 5 January 2026.
Why it matters
The restrictions leave advertisers with fewer compliant broadcast and platform-hosted channels, incentivising a shift of marketing spend into exempt formats such as outdoor billboards and brands’ own social media. Because the rules exclude many product categories and permit brand advertising, they cover only a small share of total food-and-drink ad spend and may therefore have limited impact on children’s exposure.
Implications
- • Television broadcasters' advertising compliance teams must stop accepting or airing adverts for foods high in fat, salt or sugar during pre-9pm slots.
- • Online platforms' ad operations teams must remove or block platform-hosted adverts for foods high in fat, salt or sugar across their services.
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