The Advertising Standards Authority (ASA) has recently released updated guidance on restrictions for advertisements of less healthy food and drink (LHF) products, set to take effect in October 2025. These restrictions include bans on LHF ads during specific hours on TV and on-demand services (5:30 am to 9:00 pm) and a full-time ban in paid-for online spaces, with exemptions for small and medium enterprises.

The legislation, passed in 2022, targets 13 categories of foods using government-defined nutrition benchmarks to classify products. The aim is to reduce exposure to advertising promoting less healthy food choices, particularly for children. Initial drafts raised concerns about potential loopholes allowing indirect promotion of HFSS products, but the revised guidance addresses these issues by evaluating ads on a case-by-case basis to determine if they promote less healthy products.

For bakery and snack producers, these revisions may significantly impact advertising strategies. Companies with products falling into HFSS categories must reassess their marketing to align with the new rules, focusing on avoiding brand associations or indirect references to less healthy products. While these tighter rules present challenges, they also create opportunities for innovation. Producers can reformulate recipes to reduce fat, salt, and sugar content, enabling them to cater to the growing demand for healthier options.

The Obesity Health Alliance (OHA) has welcomed the revised guidance but urges the ASA to expedite the finalization process, citing the health risks posed by delays. With 22% of children in the UK living with excess weight, the OHA emphasizes the importance of protecting children’s health by implementing the new regulations as planned in October 2025.

The OHA also calls on the UK government to resist lobbying efforts from the food and drink industry and stay committed to the implementation deadline. If enforced effectively, the UK could set a global standard for reducing the harmful impact of HFSS product advertising. Stakeholders in the industry, including activists and health experts, stress the need for strong regulations to reduce children’s exposure to marketing of less healthy food and drinks.

Bakery and snack producers are advised to adapt swiftly and strategically to the revised HFSS ad restrictions. While traditional advertising methods may be limited, there is a clear incentive to innovate through product reformulation and offering healthier choices. By aligning with these guidelines, producers not only ensure compliance but also position themselves to meet the growing consumer demand for healthier options. The October 2025 deadline presents an opportunity for the industry to lead by example, demonstrating a balance between business success and a commitment to public health.