The UK government has announced that a ban on junk food advertising, including confectionery, before 9pm will come into force on 1 October 2025. The new restrictions, set out by Labour, will also include a total ban on paid-for online adverts, directly impacting the confectionery sector as part of broader efforts to combat childhood obesity.
Initially proposed by the Conservative government in 2021, the implementation of these advertising curbs was delayed to allow affected industries more time to adapt. Health Minister Andrew Gwynne confirmed that the current government’s stance is to move forward without further delay, stating that businesses now have the clarity needed to prepare for these changes.
“These restrictions will help protect children from being exposed to advertising of less healthy food and drinks, including popular confectionery items, which evidence shows influences their dietary preferences from a young age,” Gwynne said in his statement to the Commons.
The confectionery industry, which heavily relies on TV and online advertising to reach consumers, particularly younger audiences, will need to adjust its marketing strategies significantly. The Royal Society for Public Health (RSPH) has welcomed the measures, viewing the ban as a vital step in reducing childhood obesity rates. Simon Dixon, Head of Policy and Public Affairs at the RSPH, noted that targeting advertising is crucial to building a healthier future.
The government has clarified that the new restrictions will involve a two-stage approach to define products considered “less healthy.” This includes confectionery items traditionally high in sugar, which fall under the broader categories of foods high in fat, salt, or sugar.
Further guidance will be provided to specify which confectionery products will be covered, offering clearer examples to help businesses comply. Some items, such as diet or medicinal confectionery products, may be exempt due to existing regulations.
Additionally, the government plans a four-week consultation to determine how these rules will affect Internet Protocol Television (IPTV), which streams content live over the internet—another platform where confectionery brands commonly advertise.
The confectionery industry, already navigating evolving regulations and changing consumer demands, now faces the added challenge of adapting to these stringent advertising controls. Gwynne emphasised that the focus is on protecting children’s health, citing alarming statistics that show more than one in five children in England are overweight or living with obesity by the time they start primary school, increasing to over a third by the time they finish.
With these new regulations, confectionery brands will need to innovate in their marketing strategies and consider alternative ways to engage consumers while adhering to the upcoming advertising restrictions.
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Editor, International Confectionery
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