New Regulations Set to Shape Food and Drink Advertising Landscape in the UK
London, UK – September 10, 2025 – A significant development in the regulation of food and drink advertising was announced today with the publication of The Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025. This new legislation, which came into effect on September 10, 2025, introduces specific exemptions related to brand advertising for less healthy food and drink products, aiming to strike a balance between public health objectives and the advertising industry.
The “Less Healthy Food and Drink” regulations, a broad category that encompasses products often high in sugar, salt, or fat, have been a focal point for public health initiatives aimed at encouraging healthier dietary choices. While previous legislation has focused on restricting direct advertising of these products, the newly published Regulations 2025 specifically address the nuances of brand advertising.
A key aspect of these new regulations is the introduction of defined exemptions for brand advertising. This means that while the direct promotion of specific less healthy food and drink products may continue to face restrictions, the overarching branding of these products might operate under a revised framework. The exact parameters and scope of these exemptions are detailed within the legislation itself.
This development is likely to be of considerable interest to a wide range of stakeholders, including:
- Food and Drink Manufacturers: Businesses producing less healthy food and drink products will be keen to understand how these exemptions will impact their marketing strategies and brand visibility.
- Advertising Agencies: Those involved in creating and placing advertisements will need to familiarise themselves with the updated guidelines to ensure compliance.
- Public Health Bodies: Organisations dedicated to improving public health will be observing how these regulations contribute to their ongoing efforts to promote healthier lifestyles.
- Consumers: The public may notice changes in how brands associated with less healthy options are advertised, potentially influencing their purchasing decisions.
The government’s intention behind such regulations is typically to create a more supportive environment for healthier food choices while acknowledging the established presence and economic contributions of the food and drink sector. The detailed wording of The Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025 will be crucial in understanding the precise implications for advertisers and consumers alike.
Further analysis of the specific clauses and any accompanying guidance is anticipated in the coming weeks, as businesses and regulatory bodies work to interpret and implement these new measures. The publication of these regulations marks a notable step in the ongoing dialogue surrounding food advertising and its role in public health in the United Kingdom.
The Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025
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