Pure Brand Advertising Will not be part of TV & Online HFSS Advertising Restrictions

The Government made a statement on the upcoming UK-wide restrictions on TV and online advertising of less healthy food and drink, set to begin on 1st October 2025. These restrictions aim to reduce children’s exposure to unhealthy products, help combat childhood obesity, and encourage businesses to create healthier options, while ensuring the regulations are balanced and do not unfairly burden industry.

The law, under the Communications Act 2003 (amended by the Health and Care Act 2022), targets adverts for identifiable less healthy products. However, pure brand advertising — where no specific unhealthy product is shown — is not considered in scope. Businesses can still promote their brand, corporate values, or healthier product lines.

The Government is working with Ofcom and the Advertising Standards Authority (ASA) to ensure a proportionate and supportive approach to implementation. Enforcement will focus on clear breaches, but regulators are expected to support businesses in transitioning to compliance.