New regulations on advertising certain food categories came into force in the UK in early January 2026. Under these measures, advertising of products high in sugar, fat, and salt is banned online and restricted to television broadcasts after 21:00

The UK Department of Health expressed gratitude to food and drink manufacturers who have voluntarily implemented the new requirements from October 2025.

The ban applies to 13 product categories, including fizzy drinks with added sugar, crisps, and chocolate bars. The Advertising Standards Authority is enforcing the new rules.

The Guardian notes that the list of products with restricted advertising contains a number of exceptions and clarifications. Anna Taylor, director of the Food Foundation, noted that current legislation allows for the advertising of company brands, while restricting the advertising of specific products.

In an interview with the BBC, Josh Tilley, director of brand strategy at marketing agency Initials CX, noted that large companies like PepsiCo and McDonald's may be less affected by the new restrictions due to their ability to promote their brands. However, smaller manufacturers, which typically advertise specific products, will be in a more difficult position.

UK authorities attribute these measures to the fight against the spread of childhood obesity.