CAP confirms new legal restrictions for advertising food and drink

Following the conclusion of the consultation on the implementation of the less healthy food and drink advertising restrictions, and the approval of the Advertising Standards Authority (ASA) and Ofcom, the Committees of Advertising Practice (CAP) have stated how the new restrictions will be implemented through the UK Advertising Codes.

The new rules prevent “identifiable” less healthy food and drink products from appearing:

• on television between 5:30am and 9:00pm

• in on-demand programme services between 5:30am and 9:00pm

• in paid online media at any time

All advertisements, existing and new, must comply with these rules by 5 January 2026. CAP has issued guidance to assist with the compliance of the new restrictions.