UK bans high fat, sugar and salt food TV ads before 9pm
TV ad schedulers cannot place HFSS food ads before 9pm
Change
The UK prohibited television advertising of products high in fat, sugar and salt (HFSS) from airing before 9pm, effective at the start of 2026.
Why it matters
Advertising bodies moved to voluntary compliance from October ahead of the rule taking effect at the start of the year. TV advertising spend by confectionery and snacks brands fell almost half year‑on‑year between October and February.
Implications
- — TV ad schedulers at UK broadcasters must refuse or remove bookings for adverts that depict products high in fat, sugar and salt in any slot before 9pm — placements in those slots will be prevented from airing if they contain HFSS content.
- — Media‑buying teams at confectionery and snack brands must reallocate or delay campaigns scheduled for pre‑9pm TV airtime immediately — campaigns booked into pre‑9pm slots will be unable to run.
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Source
View on The Guardian