Consultation on the implementation of less healthy foods
Monday 13th October 2025
The Committee of Advertising Practice (CAP and BCAP) are issuing a consultation on the implementation of the less healthy food and drink product advertising restrictions. The consultation concerns proposed rules to implement the restrictions in the UK advertising codes and implementation to support their interpretation.
The less healthy product advertising rules will come into effect from 5 January 2026. They will prohibit ads for identifiable less healthy products from being included in Ofcom-regulated television services and on-demand programme services between 5:30pm and 9am.
The consultation has been prompted by the government introducing “The Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025” to provide clarity in law regarding brand advertising.
The consultation will run for three weeks closing on 9 October.