New advertising regulations governing products high in fat, salt or sugar (HFSS) are set to come into effect from October 1, 2025. They will be jointly policed by Ofcom and the Advertising Standards Association (ASA).
Following a consultation from the media regulator Ofcom, TV services will no longer be able to advertise HFSS products between 5.30am and 9pm and even more dramatically – all paid-for online advertisements aimed at UK users will be prohibited, subject to certain exemptions.
None of the 25 respondents to the consultation were opposed to the appointment of the ASA as co-regulator, with the move receiving strong backing from the Advertising Association, the Incorporated Society of British Advertisers (ISBA) and PepsiCo UK.
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“Ofcom is confident that the ASA has appropriate complaints-handling procedures in place, and operates appropriate enforcement measures,” an Ofcom statement read.
“In recent years, the ASA has increasingly undertaken monitoring (for example, using avatar technology) and other proactive measures, especially in relation to online advertising. Ofcom considers that innovative approaches like these, designed to supplement the intelligence received from complaints, are helpful in meeting the specific challenges of regulating online advertising.”
Following the confirmation of the HFSS regulation timeline, Ofcom will now set about amending the Broadcast Committee of Advertising Practice (BCAP) Code and the Broadcasting Code in order to incorporate the new regulations.
