Legislation will be coming into force on 1 October 2025 which will place new restrictions on advertising products considered high in fat, salt and sugar (HFSS).
These restrictions will be introduced through the Health and Care Act 2022 and The Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024.
Government guidance, including the full list of HFSS products in scope, can be found here.
Please be aware that the Advertising Standards Authority (ASA) has released [13 January 2025] an update on the guidance it is producing for advertisers. Its update provides a further interpretation of the legislation, which could further restrict advertisers.
We are currently analysing this and will update members as soon as possible.
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