The Government has announced that at the end of 2022, it will simultaneously introduce a 9pm TV watershed for high in fat, salt or sugar foods (HFSS) products and a restriction of paid-for HFSS advertising online.

All on-demand programme services (ODPS) under the jurisdiction of the UK, and therefore regulated by Ofcom, will be included in the TV watershed for HFSS advertising. Non-UK regulated ODPS will be included in the restriction of paid-for HFSS advertising online because they are outside UK jurisdiction. These restrictions will be legislated for via the upcoming Health and Care Bill and will come into force at the end of 2022. Details on definitions, such as ‘paid-for’ and a list of products in scope, can be found in the consultation response.

These restrictions will help protect children from developing long-term unhealthy eating habits and improve the nation’s health, and forms just one part of wider plans to tackle childhood obesity. These latest measures could wipe over 7 billion calories from the national diet every year.

Public Health Minister, Jo Churchill, said:

“We are committed to improving the health of our children and tackling obesity. The content youngsters see can have an impact on the choices they make and habits they form. With children spending more time online it is vital we act to protect them from unhealthy advertising.”

“These measures form another key part of our strategy to get the nation fitter and healthier by giving them the chance to make more informed decisions when it comes to food. We need to take urgent action to level up health inequalities. This action on advertising will help to wipe billions off the national calorie count and give our children a fair chance of a healthy lifestyle.”

In order to keep the restrictions proportional, these new regulations will apply to food and drink products of most concern to childhood obesity and will ensure the healthiest in each category will be able to continue to advertise. This approach means foods such as honey, olive oil, avocados and marmite are excluded from the restrictions.

The restrictions will apply to all businesses with 250 or more employees that make and/or sell HFSS products, meaning small and medium businesses will be able to continue advertising. The government recognises these companies may be some of the hardest hit by the pandemic and rely on online media as the sole way to communicate with their customers.

Online restrictions will be limited to paid-for advertising, ensuring brands can continue to advertise within ‘owned media’ spaces online; such as a brand’s own blog, website, app or social media page.

To find out more, click here.