What does the ‘HFSS ad ban’ mean for you?

On 1 October 2025, the online ad ban for ‘less healthy food & drink’ came into force. This meant that paid-for online ads for ‘less healthy’ food and drink products would not be allowed to appear on the internet. There are limited exemptions to the ban for SMEs, digital audio ads and digital out-of-home ads – so it’s important to get educated and understand what is (and isn’t!) allowed.  

Now that the Government has passed the regulations that set out the details of the ban, we hosted a member-only virtual event where our policy team briefed details to help businesses and clients prepare. They came away with a clearer understanding of:  

• - The context of the ban – why it’s being introduced  

• - What it means in practice for advertisers  

• - Considerations for creative  

• - What happens next    

Please note: The Advertising Standards Authority has not yet published the final ‘less healthy’ guidance for advertisers, so there is more detail to come.

Advertisers will be responsible for ensuring their ads comply with the ban but - even if the ban doesn’t directly apply to you – please help to prepare your clients.