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Christmas Ads Go Junk-Free: New Rules Bite
20 Dec
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.
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.
This transition has been contentious, with health campaigners clashing with the food industry. While the government pledged to protect children's health, concerns remain about the complexity of the regulations and potential loopholes, such as allowing brand-only advertisements. Food companies have also increased their spend on outdoor advertising, which has less stringent restrictions.
