HFSS TV and Online Advertising restrictions come into effect

The high fat, salt and sugar (HFSS) TV watershed and online advertising restrictions came into force on 5 January 2026. The policy applies to businesses employing more than 250 staff and may also affect symbol group and franchise retailers, depending on their contractual arrangements.

Paid-for advertising of HFSS products is prohibited on television before the 9pm watershed and is not permitted at any time in online advertising spaces. The restrictions apply only to paid advertising; exemptions remain for a retailer’s “owned media”, such as content posted on their own social media channels.

These regulations are enforced by the Advertising Standards Authority (ASA) under the oversight of Ofcom.

For more information, visit: GOV.UK