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AA comment on Written Ministerial Statement on Less Healthy Foods

/ May 22nd 2025
Industry News Public Health

The Government has issued a Written Ministerial Statement (WMS) clarifying the incoming restrictions on Less Healthy Foods.

While the Government writes this clarification into law, the industry is subject to a voluntary industry agreement, signed by 20 organisations representing advertisers, broadcast and online platforms. The letter can be found on our website here.

In response to the WMS, the Advertising Association has issued the following comment.

Stephen Woodford, CEO, Advertising Association, said:

“Today’s decision from the Government simply clarifies what has always been the intended policy behind the new restrictions, that companies will be able to advertise their brands provided the ads do not identify a specific less healthy food product. Until now, there has been confusion over this point. The Government’s decision to write it into law provides much needed clarity and certainty for businesses across the food, retail, and hospitality sectors. Their advertising investment helps support the UK’s public service and commercial broadcasters, journalism, publishing, online services like search and social media, and charity partnerships.

The Advertising Association will continue to work closely with the Government and the ASA to ensure that businesses have all the information they need to adhere to the legislation from 5th January 2026. We will also work with our members alongside media owners on the implementation of the voluntary agreement from 1st October 2025.”

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