Timeline for Junk Food Advertisements

There has been, in recent years, a big push as part of the campaign to secure healthy eating an attempt to remove the presence of advertisements for junk food from the television. The government had promised that children will not be exposed to adverts for junk food products before 9pm on TV – or at any time on line.

Along side this there was also a proposal for the rules to potentially cover branded advertising – using company names, for example, even if “unhealthy” products were not shown.

The FT have reported that Ministers are to announce on Thursday, 22 May that pure brand advertising should be excluded from the scope of the restrictions. There is to be further drafting of the relevant wording so the Committees of Advertising Practice and the Advertising Standards Authority (ASA) can act instead on the precise intention of the rules.

The restrictions were due to take effect from October 1 but are now expected to be delayed until the new year. They cover adverts promoting products with high fat, salt or sugar, known as less healthy food. All the main retailers have signed a letter agreeing to voluntarily implement the 9pm ban from October while the rules are changed.

This is a complex area of rules and guidance.