The IPA is supporting wider industry efforts to challenge Government proposals to apply the Nutrient Profiling Model 2018 (NPM 2018) to existing less healthy food and drink advertising restrictions.
The move follows a report by Oxford Economics estimating that the proposals could affect up to £1 billion of advertising investment, with implications for growth, jobs and the UK's creative industries.
Richard Casofsky, Director of Public Affairs at the IPA, said:
At a time when the Government is focused on growth, proposals that Oxford Economics estimates could affect up to £1 billion of advertising investment warrant serious scrutiny. Our members and their clients have already adapted to the restrictions introduced earlier this year. Before extending those restrictions further, policymakers should assess whether the current measures are delivering their intended objectives and fully understand the potential impact on investment, growth and jobs.
Last updated 15 September 2026