The Association for the Study of Obesity (ASO) is concerned by the Government’s decision to delay long-planned restrictions on advertising foods high in fat, salt and sugar (HFSS) to children.
Evidence shows that exposure to junk food marketing shapes children’s food preferences and consumption patterns, contributing to poor health outcomes.
As part of a public health community committed to the prevention and treatment of obesity and the promotion of lifelong health, ASO supports policies that create healthier food environments – including curbs on advertising that targets children.
Timely implementation of these regulations is essential to delivering on the Government’s public health commitments and addressing the long-term drivers of obesity. Children’s health must come before commercial interests.
Background
-
The advertising restrictions targeting HFSS (High Fat, Salt, Sugar) products were originally scheduled for 1 January 2023, but were postponed several times – most notably pushed back to 1 October 2025.
-
On 22 May 2025, the Government confirmed a further delay, moving the implementation date to 5 January 2026. The reason given was to allow more time for a statutory instrument to explicitly exempt “brand-only” advertising from the restrictions.
-
In the meantime, several industry bodies and major broadcasters have committed voluntarily to adhere to the original October 2025 restrictions – even though those rules will not become legally enforceable until January 2026.
