Today, the Committees of Advertising Practice (CAP) have published the outcome of their consultation on rules and guidance to implement new legal restrictions on advertising food and drink products.

Following formal approval by the Advertising Standards Authority (ASA) and Ofcom, CAP’s regulatory statement confirms how the new restrictions will be administered through the UK Advertising Codes.

From 5 January 2026, ads for “identifiable” less healthy food and drink products will be banned from appearing:

  • on television between 5:30am and 9:00pm 
  • in on-demand programme services between 5:30am and 9:00pm  
  • in paid online media at any time

The final rules reflecting each restriction are accompanied by Advertising Guidance on their implementation: Advertising of less healthy food and drink products.

Advertisers must ensure that their ads comply with the new rules. This applies to all new ads and existing ads appearing on or after 5 January 2026. We strongly encourage advertisers to use the secondary advice resources and to seek further advice through our Copy Advice service. For broadcast clearance matters, advertisers should contact Clearcast.

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