New Rules on Junk Food Ads: What You Need to Know About the 2025 Changes
On June 3rd, 2025, the UK government published an amendment to regulations restricting the advertising of less healthy foods. This amendment, titled “The Communications Act 2003 (Restrictions on the Advertising of Less Healthy Food) (Effective Date) (Amendment) Regulations 2025” (SI 2025/641), essentially tweaks the date when existing rules about junk food advertising come fully into force.
Let’s break down what this means:
What’s the Big Picture? (Why are they doing this?)
The government has been working on stricter rules around advertising “less healthy food” – often called “junk food” – for several years. The main goal is to tackle childhood obesity by reducing children’s exposure to these types of ads. Evidence suggests that constant exposure to these ads can influence children’s food preferences and eating habits, contributing to poor diets and health problems later in life.
What Does the Original Legislation Do?
The original rules, established under the Communications Act 2003 (which provides the legal framework for regulating broadcasting and telecommunications), aim to restrict junk food ads across various platforms. Specifically, they target:
- TV: Ads for products high in fat, salt, and sugar (HFSS foods) are restricted before 9 pm (the “watershed” period). This is designed to prevent children from seeing these ads during times when they are most likely to be watching television.
- Online: Restrictions extend to online advertising, including websites, social media, and paid-for search results. This is particularly important as children spend a significant amount of time online.
- Other Media: The regulations can extend to other forms of media as well.
What Does the Amendment Do? (The Key Change)
The 2025 Amendment Regulations (SI 2025/641) doesn’t change what is being regulated (i.e., the types of foods or the advertising channels). Instead, it adjusts the effective date for the full implementation of these restrictions. This means that the regulations were likely already in place but with a later date for full, comprehensive enforcement.
Why Change the Effective Date?
The reason for amending the effective date could be due to several factors:
- Industry Readiness: Businesses may need more time to adapt to the new regulations. This could involve reformulating products, changing marketing strategies, or updating websites.
- Technical Challenges: Implementing the restrictions online can be technically complex. The amendment might provide more time to overcome these challenges and ensure the regulations are properly enforced across all platforms.
- Economic Considerations: The government might have considered the potential economic impact on businesses, especially small and medium-sized enterprises (SMEs). Delaying the implementation could provide them with more time to adjust without facing immediate financial pressures.
- Political Considerations: Changing political priorities or unexpected events might also contribute to a shift in the implementation timeline.
What Foods Are Considered “Less Healthy”?
The exact definition of “less healthy food” or “HFSS foods” is usually based on a nutrient profiling model. This model evaluates foods based on their levels of fat, sugar, and salt, and compares them to their levels of fruits, vegetables, and fibre. Foods that score poorly are classified as HFSS foods and fall under the advertising restrictions. Typical examples include:
- Sugary drinks
- Chocolate and confectionery
- Salty snacks like crisps
- Fast food items like burgers and pizzas
Who is Affected by These Regulations?
- Food and Drink Manufacturers: These companies need to comply with the advertising restrictions when promoting their products. They might need to reformulate products to reduce their HFSS content or change their marketing strategies to target audiences outside of children.
- Advertising Agencies: Advertising agencies must ensure that their campaigns comply with the regulations. This requires them to understand the rules and work with their clients to develop compliant advertising strategies.
- Broadcasters and Online Platforms: TV channels, websites, and social media platforms are responsible for ensuring that HFSS food ads are not shown to children. They need to implement systems to identify and block these ads.
- Parents and Children: Ultimately, these regulations are designed to protect children from the harmful effects of junk food advertising and promote healthier eating habits.
Consequences of Non-Compliance
Companies that violate the regulations can face penalties, including fines and restrictions on their advertising activities. The Advertising Standards Authority (ASA) is typically responsible for enforcing these rules.
In conclusion:
The Communications Act 2003 (Restrictions on the Advertising of Less Healthy Food) (Effective Date) (Amendment) Regulations 2025 is a piece of legislation that most likely pushes back the effective date of existing regulations on junk food advertising. The aim is to reduce children’s exposure to adverts for foods high in fat, salt, and sugar, with the broader goal of tackling childhood obesity and promoting healthier eating habits. While the amendment itself simply concerns the timing, the underlying regulations have significant implications for food manufacturers, advertising agencies, and media platforms. For those affected, it’s essential to stay informed about the specifics of the regulations and ensure compliance to avoid penalties.
The AI has delivered the news.
The following question was used to generate the response from Google Gemini:
At 2025-06-03 15:43, ‘The Communications Act 2003 (Restrictions on the Advertising of Less Healthy Food) (Effective Date) (Amendment) Regulations 2025’ was published according to UK New Legislation. Please write a detailed article with related information in an easy-to-understand manner. Please answer in English.
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