Restricting advertising of less healthy food or drink on TV and online: products in scope (update)

Outlines the provisions of the Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024 which will come into force on 5 January 2026.

Published 3 December 2024

Last updated 4 June 2025 — See all updates

Restricting advertising of less healthy food or drink on TV and online: products in scope

Details

The purpose of this guidance is to:

• outline the provisions of the Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024
• assist those affected in understanding and applying the regulations to food or drink products

It is primarily aimed at businesses implementing the regulations and authorities enforcing them.

It should be read in conjunction with the regulations themselves and with the implementation guidance that will be published by the Advertising Standards Authority (ASA).

As per the Communications Act 2003 (Restrictions on the Advertising of Less Healthy Food) (Effective Date) (Amendment) Regulations 2025 laid in Parliament on 3 June 2025, the advertising restrictions will come into force across the UK on 5 January 2026.