The UK government has delayed the implementation of a ban on junk food advertisements directed at children until January 2026, following pressure from the food industry. Initially set to enforce stricter rules on unhealthy food ads on TV and online by 1 October as per Labour's election pledge, the legislation has instead been postponed to accommodate industry concerns over brand-only advertising. Public health advocates view this delay as a significant setback, stressing the importance of limiting children's exposure to junk food marketing to promote healthier choices.
Ministers have agreed to amend the law to ensure brand-only advertising, which does not show products high in fat, salt or sugar (HFSS), is not caught under the rules.
The delay was a huge setback for public health. We can't afford to put off children's health or allow for the measures in the original proposals to be watered down.
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