The plans had been due to be implemented in October but a four-month pause will now take place to allow officials to work on clearer guidelines on the restrictions
Plans to ban TV adverts for junk food before 9pm will be delayed until January next year.
Ministers will also change the legislation so that brand-only advertising, which does not show specific products high in fat, salt and sugar (HFSS), is not caught under the rules.
The plans had been due to be implemented in October. It is understood that a four-month pause will now allow the Department of Health and the Advertising Standards Authority to work on a clearer interpretation of the restrictions.
This is despite many retailers, including major grocers, previously committing to a voluntary October start.
The restrictions will now legally take effect on January 5. Regardless, key industry stakeholders including ITV, Channel 4, the Advertising Association and the British Retail Consortium, have committed to complying with the restrictions from October 1.
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The decision comes amid concerns raised by retailers and broadcasters about the impact of the ban and confusion over the rules. In April, the Government was forced to reassure businesses that pure brand messages are not “in scope” of the upcoming ban.
Speaking at the Retail Technology Show earlier this year, M&S chairman Archie Norman said the government’s new HFSS advertising rules “probably mean we can’t run a Christmas ad”, due to many festive foods not adhering to HFSS guidelines.
A Government spokesman said: “Obesity robs children of the best start in life and sets them up for a lifetime of health problems, which costs the NHS billions.
“We have secured a unique and public commitment from advertisers and broadcasters so that from October 1 2025, adverts for identifiable less healthy products will not be shown on TV before 9pm or at any time online, and this will be a legal duty from January 2026.
“The junk food advertising restrictions on TV and online are a crucial part of our plan for change to raise the healthiest generation of children ever. By reducing children’s exposure to junk food advertising, we will remove up to 7.2 billion calories from UK children’s diets each year.”
An Advertising Standards Authority (ASA) spokesman said: “The Government has set out its intention to bring in amending legislation to push back the implementation date on LHF (less healthy food and drink) ad restrictions and to consult on changing the law on brand exemption.
“We recognise the importance of this issue for a range of stakeholders, therefore, together with Ofcom, we will now carefully assess what this means for the process to develop and implement the rules and guidance and will provide a further update as soon as possible.”
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