UK Enforcement of HFSS Junk-Food Advertising Ban Begins January 2026
The enforcement of the UK's high fat, sugar, and salt (HFSS) junk-food advertising ban begins on 5 January 2026, covering TV and online ads. The food industry started voluntarily complying with the regulations from October 2025.
Major retailers such as Tesco, Waitrose, Marks & Spencer, and Asda have already adjusted their Christmas advertising campaigns to comply with the new rules by avoiding visuals of traditional puddings and sweets. The policy also prohibits showing gravy on the traditional Christmas roast, although marinades, glazes, dressings, or similar accompaniments may be depicted to maintain compliance.
The ban covers 13 product categories, but items can still appear in advertisements if they are reformulated to meet HFSS criteria. Numerous exceptions and caveats apply. Interestingly, some foods perceived as healthier, like sandwiches, pretzels, porridge oats, and muesli, face advertising restrictions, while items often seen as indulgent, such as bacon, cheese, savoury pastries, Pot Noodle, and Nutella, may still be shown.
The regulations allow brand-only advertisements that do not show an identifiable product to be aired; Cadbury’s gorilla ad is cited as an example if no chocolate appears.
Health campaigners have criticized the policy, arguing it undermines goals to reduce obesity. Additionally, campaign groups have noted shifts in advertising spend to outdoor media ahead of the ban. The Easter period will also introduce tighter restrictions, especially on advertising eggs and hot cross buns unless they are made in a healthy version.
