Question to the Department of Health and Social Care:

To ask the Secretary of State for Health and Social Care, with reference to the Written Statement of 7 April 2025 on Childhood Obesity, HCWS579, whether her Department received representations from industry after that statement was made.

The Government is committed to implementing advertising restrictions for less healthy food and drink on television and online, as part of its ambition to raise the healthiest generation of children ever.

We have not undertaken an assessment of the impact of moving the enforcement date of the restrictions from 1 October 2025 to 5 January 2026, or of providing an exemption for ‘brand advertising’ from the regulations, because we are not changing the policy but instead providing legal clarification on an existing aspect of the policy. We have secured a unique and public commitment from advertisers and broadcasters to voluntarily comply with the restrictions from 1 October 2025, meaning we do not expect to see adverts for specific identifiable less healthy products shown on television between 5:30am and 9:00pm, or at any time online. Therefore, from 1 October, we expect to achieve the outcomes of the policy as planned, which will protect children from the harms of junk food advertising and begin to remove up to 7.2 billion calories from children’s diets each year.

We received representation from a range of stakeholders in response to the Advertising Standards Authority's revised implementation guidance, and following my written statement of 7 April 2025. This included written correspondence from industry bodies, broadcasters, advertisers, and non-government organisations. We listened carefully to the concerns raised by all stakeholders, and we have worked with the Department of Culture, Media and Sport to find a resolution that supports economic growth by ensuring that industry has the confidence to invest in advertising that complies with the restrictions, whilst protecting children from advertising of less healthy products.

An impact assessment was published in 2021, along with the laying of the primary legislation, which recognised that brand advertising that did not identify less healthy products is out of the scope of the restrictions. This remains fit-for-purpose, as we are not changing the policy but providing legal clarification on the existing policy.