Government Delays Junk Food Ad Ban to 2026

Government Confirms Junk Food Ad Ban Delay to 2026

The UK government has officially confirmed the junk food ad ban delay, giving businesses more time to prepare for the new rules. The proposed ban on TV adverts for high-fat, salt, and sugar (HFSS) products before 9pm will now start in January 2026.

Confusion and Pressure Lead to the Ban Delay

The junk food ad ban delay follows growing pressure from food brands, retailers, and media companies. Many have raised concerns over unclear guidelines and potential impacts on brand investment.

Ministers plan to amend legislation to ensure brand-only adverts, which do not show specific HFSS products, remain outside the ban.

The government has also confirmed a four-month pause. This gives the Department of Health and the Advertising Standards Authority time to align their interpretations.

Retailers and Broadcasters Express Concerns

Many major retailers, including supermarket chains, had committed to starting restrictions voluntarily by October 2025. However, the delay gives more time to prepare and adapt advertising strategies.

Retailers and broadcasters have warned that the ban could cause a significant revenue hit. The restrictions may also impact festive adverts, with M&S chairman Archie Norman highlighting concerns over Christmas campaigns.

Health Minister Ashley Dalton has reassured businesses that pure brand adverts will not fall under the scope of the new rules. Only adverts that clearly promote identifiable unhealthy products will face restrictions.

Final Rules Still Await Clarity

While businesses welcome the extra time, final guidance from the Advertising Standards Authority remains pending. The ASA has yet to publish its official interpretation of the advertising rules.

Dalton noted that courts will have the final say if disputes arise over the new restrictions. For now, brands must carefully design adverts to avoid showcasing less healthy products.

Conclusion: More Time for Brands to Prepare

The junk food ad ban delay provides breathing room for businesses as they adjust to the upcoming restrictions. However, uncertainty remains until final guidelines are confirmed.

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