Labour confirmed it will introduce legislation for a pre-watershed ban on companies advertising products deemed high in fat, salt and sugar on TV
Chef and campaigner Hugh Fearnley-Whittingstall has hailed the government’s decisive steps after they confirmed plans for a pre-watershed ban on adverts for junk food products, calling it “fantastic to finally see action”.
Labour has declared it will introduce legislation to stop adverts featuring products high in fat, salt, and sugar (HFSS) from hitting our screens before 9pm, targeting childhood obesity. Moreover, the proposed move will hit online spaces with a complete ban on paid advertising for these HFSS goods, stepping up the fight against the expanding waistlines of the nation’s young.
Originally tabled by Boris Johnson’s government back in 2021, this ban is set to roll out in October 2025, signalling a win for health crusaders. Health Minister Andrew Gwynn says the new government will advance “without further delay” to give companies clear directives.
Those at the helm of the food industry have urged quick movement on finalising details so that businesses can gear up for the upcoming changes. Nevertheless, the Advertising Association, representing trade interests, accepted the announcement as a guidepost but voiced scepticism about how much these bans would actuallyhelp in cutting down childhood obesity.
Hugh Fearnley-Whittingstall, whos been a prominent figure in the campaign against childhood obesity, expressed his support on BBC Radio 4’s Today show, saying: “It’s fantastic to finally see action and to have a government who looks like they accept the idea that it is part of their role to help us to lead healthier lives.”
“In the end, this is just one of a raft of measures that we need to see. We’ve identified so many vital levers that that could be pulled to help people, particularly young people, live healthier lives, reduce the huge burden of obesity on the NHS. And this is a lever that even the previous government acknowledged needed to be pulled.”
In response, a representative for the Food and Drink Federation stated: “Food and drink manufacturers agree that bold action from all parties must be taken to help people make healthier choices, (and) tackle obesity and poor diets.”
“Businesses have invested more than £160m 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 policymakers 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.”
A representative for the Advertising Association commented: “We note that the Government has committed to delivering the policy announced under the previous administration in 2022.”
“Although the policy is not new, the advertising industry has long-awaited clarity over the restrictions and we welcome the minister providing more information in his statement. It is vital that we now have the final guidance and legislation published as soon as possible to give certainty to business.”
“While the evidence shows that advertising bans will have little effect on childhood obesity, the confirmation of these restrictions will help bring the certainty that our sector has been asking for ahead of their implementation in October 2025.”
