Government Postpones Ban on TV Ads for High‑Fat, Salt, and Sugar Foods

The Great HBSS TV Ad Pause: From October to January 2026

Hold onto your popcorn—literally. The UK government has pushed the “no junk‑food ads before 9 pm” rule back from October to the start of 2026. Yes, that’s a full six‑month hold‑out. Why? Because it turns out the legislation needs a bit more polishing to avoid letting brand‑only commercials slide through.

What the New Rules Mean for Food Freaks

No ads for high‑fat, high‑sugar, high‑salt (HFSS) foods on TV before 9 pm or any time online, starting January 01, 2026.
Brand promos are a loophole—as long as the ad doesn’t specifically name an HFSS product, companies can still shout their brand names.
Industry bodies (the British Retail Consortium and the Advertising Association) are on board: “We’ve decided to keep these ads off TV before 9 pm starting October 1, 2025.” But the real legal punch gets delivered in January.

Why the Government is Pushing Back

“Obesity steals children’s future and costs the NHS billions,” a government spokesperson said. “If we can cut out 7.2 billion calories a year from children’s diets—by limiting sneak‑peak junk‑food advertising—everyone wins.” And the Advertising Standards Authority is tight on the details, ensuring the new legislation is rigorous.

Key Takeaways from the Health Minister

Health Minister Ashley Dalton reminded Parliament that a court might still interpret the law, but the government insists that the ban is all about identifiable HFSS products. Brand-only ads won’t trigger the rule. The next move? The government seeks to tighten the “less‑healthy food and drink” ban by amending the legislation in ways that stay compliant while nudging advertisers to rethink their approach.