The government has launched a three-week consultation on how it intends to exclude brand campaigns from its delayed junk food advertising ban.
In May ministers stepped in amid a massive row over the proposals for a 9pm watershed on TV and a total ban online for less healthy food and drink. They announced the introduction of the ban was being delayed until January.
It followed the threat of legal action from companies who claimed a large number of brands would be “accidentally” caught up in the net of the legislation, even if ads did not feature specific HFSS products.
Food and advertising industry bosses had been locked in a dispute with ministers and advertising watchdogs over how guidance should be interpreted.
Yesterday the DHSC launched a consultation it said was aimed at “providing clarity in legislation of the existing policy intention regarding brand advertising”.
“This consultation aims to support businesses and the regulators ahead of the restrictions coming into effect on 5 January 2026,” it said.
“This consultation is focused solely on the nature of the brand advertising exemption set out in the draft Advertising (Less Healthy Food) (Brand Advertising Exemption) Regulations 2025 and the clarity of the drafting to ensure the regulations are fit for purpose.”
The consultation will close on 6 August.
No comments yet