Home / Business and Economy / Junk Food Ad Ban Dodged by Fast Food Giants
Junk Food Ad Ban Dodged by Fast Food Giants
8 Jul
Summary
- Major fast food ads cleared under new junk food ad regulations.
- ASA stated specific products are not classified as unhealthy.
- New rules aim to reduce children's exposure to unhealthy food ads.
New advertising regulations designed to curb children's exposure to less healthy food products have seen major fast-food chains successfully challenge their application. The Advertising Standards Authority (ASA) ruled that advertisements for Domino's, Papa John's, KFC, and Burger King do not violate the new rules, which restrict ads for identifiable less healthy food products on TV, on-demand services, and online.
The government's regulations, effective since the start of 2026, categorize certain foods as 'less healthy' based on their nutrient levels. However, the ASA acknowledged that some products, which consumers might assume are unhealthy, do not meet the official classification criteria. This allows brands to continue advertising these specific items, provided they are visually distinct from their less healthy counterparts.
Despite the general clearance for major brands, two paid Instagram ads were banned. One for Morley's Woking promoted meal deals featuring products classified as 'less healthy.' Another for M&M's was banned because a character depicted a specific 'less healthy' product, peanut M&M's, rather than the broader brand. The ASA clarified that these rulings provide necessary guidance on the 'brand exemption' aspect of the law and encourage reformulation to meet healthier thresholds.
