What are the new UK rules on junk food advertising?

The UK is banning junk food ads on TV before 9 PM and online at any time from January 5, 2025.

Why did UK Christmas ads change this year?

Advertisers voluntarily started adhering to new regulations banning junk food promotions before the official January 5, 2025, start date.

What kind of foods are restricted by the new UK ad ban?

Foods high in fat, salt, and sugar (HFSS) are restricted, leading to a shift away from traditional sweets and fatty snacks.

Home / Business and Economy / Christmas Ads Go Junk-Free: New Rules Bite

Christmas Ads Go Junk-Free: New Rules Bite

20 Dec, 2025

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Summary

UK's biggest food advertisers adopted leaner, sugar-free Christmas ads.
New regulations ban junk food ads on TV before 9 PM from January 5.
Advertisers shifted focus to fruits, vegetables, and brand messaging.

Christmas Ads Go Junk-Free: New Rules Bite

UK advertisers embraced a healthier approach this Christmas, significantly reducing sugar and fat content in their festive TV commercials. Major retailers like Tesco, Waitrose, and Asda have swapped traditional pudding and sweet treat imagery for displays of fresh produce. This shift is a voluntary adherence to upcoming regulations, set to officially take effect on January 5, 2025, which will prohibit junk food advertisements on television before 9 PM and in paid online advertising at any time.

The new rules, part of the UK government's initiative to combat childhood obesity, have forced a creative rethink among advertisers. Instead of focusing on high-sugar products, brands are highlighting fruits, vegetables, and other less restricted food items. For example, Waitrose featured a home-baked pie, Lidl showcased apples, and Asda used its fresh produce aisle for a Grinch appearance. Even accompaniments like gravy are restricted unless marketed as a marinade or glaze.