The UK government’s decision to make good on its manifesto commitment to restrict unhealthy food and drink advertising was a landmark move to protect children’s health. The aim is clear: reduce children’s exposure to unhealthy food marketing and promote healthier alternatives.
Recognising industry concerns, the government delayed implementation from January 2023 to October 2025 – giving brands ample time to reformulate products and adapt their advertising strategies. This delay was meant to facilitate, not obstruct, progress.
Yet, despite this extended grace period, reports now suggest some companies have been secretly lobbying the government, and even considering legal challenges, in an attempt to weaken or delay the restrictions. Kellogg’s attempted to do this unsuccessfully in 2022 against a previous policy to improve children’s health. One would hope the industry has learned from that ruling.
It is disheartening to see advertisers now questioning the legislation at such a late stage. Responsible retailers and manufacturers have already been expanding their ranges of advertising-compliant products for years in readiness, recognising the vital role they play in shaping our health. Those developments have enabled them to maintain consumer choice and to showcase a healthier, compliant selection of products in their advertising.
Clearer guidance
The government has repeatedly reinforced that advertisements for less healthy products will be restricted, and the Advertising Standards Authority (ASA) has now provided clearer draft guidance on implementation.
The industry is still quibbling over how to try and get around this, and has successfully secured a number of concessions, including for chocolate spreads, sausage rolls, ‘party food not intended to be consumed as a complete meal’, and now for ‘pure’ brand advertising, despite no health justification for these carve-outs.
In reality, the UK has been moving in this direction for nearly two decades – there is no ambiguity and we must keep pushing onwards. These restrictions will take effect on 1 October 2025, and the government has reiterated that the law provides considerable discretion on what enforcement tools can be used to enable a smooth transition.
Furthermore, public health cannot remain hostage to corporate lobbying. It is now time for the food industry to step up and embrace its role in promoting healthier choices for future generations.
Katharine Jenner, director of Obesity Health Alliance
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