Ofcom has announced new measures that will ban the advertising of unhealthy food on TV, streaming services and other online services.
Starting 1st October 2025, new restrictions will apply. The rules are result of The Health and Care Act, which amended the Communications Act 2003 to introduce new restrictions on advertising and sponsorship for certain food and drink products that are high in fat, salt or sugar (HFSS).
These new restrictions apply to advertising on Ofcom-regulated TV and on-demand programme services (ODPS) and also online.
▶ New junk food ad ban from Oct 2025
Between 05:30-21:00
- No advertising or sponsorship for unhealthy food and drink products on TV and streaming services.
Anytime
- Paid-for online advertisements for unhealthy food and drink products specifically targeted at UK users will be prohibited at any time.
Adverts for junk food have been banned from appearing around children’s programmes since the 00s, when Ofcom phased in a ban between 2006 and 2008. The delayed move allowed children’s channels to find time to substitute revenues from food and drink advertising. This time around, there’s a nearly 28 month period to allow broadcasters to prepare for the changes.
Marc Thornham