Consultation: Applying the new Nutrient Profiling Model (NPM) to advertising and promotions restrictions

The UK Government is consulting on proposals to apply the new Nutrient Profiling Model (NPM) to existing advertising and promotion restrictions on less healthy food and drink products. The consultation seeks views on how best to implement these measures in order to improve public health outcomes.

Proposals for applying the new NPM

The UK Government are making 2 main proposals in this consultation:

• applying the new NPM to the existing advertising and promotions restrictions

• timescales for implementing this change

The main difference with the new NPM is that it implements the SACN recommendation that free sugars make up no more than 5% of energy intake. This change means that more products will come under the scope of ‘less healthy’ using the new NPM.

The Government is proposing a 12-month transition period to allow businesses and enforcement authorities to adapt to the application of the updated NPM within existing restrictions.

This consultation closes at 11:59pm on 17 June 2026

SGF will be responding to this consultation and will be reaching out to members to gather feedback about the proposals in due course.