HFSS advertising restrictions

Legal guidance

There have been significant changes to the rules restricting the advertising of so‑called “unhealthy” foods over the past few years.

Bringing together all of the IPA’s resources on advertising High Fat, Salt and Sugar (HFSS) and Less Healthy Food (LHF) products, this hub provides a practical overview of current rules and regulatory guidance, alongside a comprehensive library of the IPA’s responses to government, regulator and industry consultations as the policy and regulatory landscape has evolved.

Content

    Guidance notes

    Legal updates

    Consultation responses

    CAP consultations

    Ofcom consultations

    Government consultations

    • IPA response to government consultation to government consultation on secondary legislation for HFSS advertising restrictions
    • Joint IPA, ISBA, IAB response to Government Consultation - Introducing a total online advertising restriction for products high in fat, sugar and salt (HFSS) - 4 January 2021
    • IPA response to Government Consultation - Introducing further advertising restrictions on TV and online for products high in fat, sugar and salt (HFSS) – 7 June 2019

    Further assistance

    Please contact us at [email protected] if you need further advice. 

    Last updated 02 July 2026