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

• on television and 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, which you can read here.

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.

The Advertising Standards Authority (ASA) strongly encourages advertisers to use the secondary advice resources and to seek further advice through their Copy Advice service. For broadcast clearance matters, advertisers should contact Clearcast.

You can read the Committees of Advertising Practice regulatory statement here and their consultation outcome and guidance here.