The restrictions will apply to all online marketing communications that are either intended or likely to come to the attention of UK consumers, and which have the effect of promoting identifiable HFSS products. SME brands (companies with fewer than 250 staff) will be exempt, as will business-to-business advertising and media supporting point of sale/purchase/transactional content. Brand-only advertising will continue to be permitted provided that no HFSS products are shown in the advert.

The Department of Health and Social Care stated that the decision was made due to ‘a delay to the Health and Care Bill [which will introduce the restrictions] receiving Royal Assent, as well as a growing recognition that the industry needs more time to prepare’.

Restrictions banning HFSS adverts on TV before 9pm have also been paused for a year. The Department stated that a consultation on TV and paid-for-adverts online will be launched in the coming weeks.

Speaking about the decision, Media, Data and Digital Minister Julia Lopez MP said: "We have listened to the concerns which have been raised and will not be bringing in restrictions […] until confident that the time is right.". The Government acknowledged that economies ‘across the world have been affected by higher than expected global energy and goods prices, leading to increased costs across supply chains which are affecting both businesses and consumers’.