The UK exempts brand advertising bans on less healthy food and beverage products.

Published Nov 20, 2025

Tridge summary

Core Tip: On September 10, 2025, the UK Department of Health and Social Care issued the "Advertising (Less Healthy Foods and Beverages) (Brand Advertising Exemption) Regulations 2025," which exempt certain advertisements for less healthy food and beverage products from the restrictions set by the Communications Act 2003 (Cap. 21) ("2003 Act") under sections 321A or 368FA and 368Z14. The exemption applies to brand advertising as defined in the regulations and is applicable in England, Wales, Scotland, and Northern Ireland, with the regulations coming into effect on October 31, 2025. Let's take a look at the contents of the regulations.

Original content

1、Overview of the ban on advertisements for unhealthy food and beverages Starting from October 1, 2025, the UK will implement a ban on junk food advertisements. The specific regulations are that it is prohibited to promote high-fat, high-sugar, or high-salt (HFSS) foods through television, online streaming, and outdoor advertising before 9 PM. The aim is to reduce the negative impact of such advertisements on children. 2、Details of exemptions for brand advertisements During the advertising ban period, only brand advertisements are allowed to be broadcast, such as those featuring brand logos or brand stories that do not directly promote specific products. "Brand advertisements" refer to advertisements used to promote a brand, which can advertise various products under that brand, but the following three types of advertisements are not within the exemption scope: 2.1 Advertisements describing specific unhealthy food or beverage products If the advertisement content describes ...

Source: Foodmate