HFSS TV and Online Advertising restrictions effective from 5th January 2026

The high fat, salt and sugar (HFSS) TV watershed and online advertising restrictions will come into force on 5th 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. 

From this date, paid-for advertising of HFSS products will be prohibited on television before the 9pm watershed and will not be 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.

The Advertising Standards Authority (ASA) will enforce these regulations under the oversight of Ofcom.

For more information, go to: Restricting advertising of less healthy food or drink on TV and online: products in scope - GOV.UK