Children’s food brands have 18 months to reduce sugar and salt levels and limit their marketing to children, as the government steps up efforts to tackle childhood obesity.
Children’s food brands face changes to both product formulations and marketing under new voluntary government guidance published today (22 August).
Businesses have 18 months to reduce the levels of sugar and salt in their products, meaning any changes must be implemented by February 2027.
How brands market their products to children has also come under scrutiny. The new guidelines make it clear brands must “improve” their labelling and marketing so it is easier for parents and carers to make healthier choices.
The government is encouraging brands to label products in line with scientific and government advice around introducing solid food at six months of age and to provide “honest” labelling of products. Junk food ad ban: Marketers say it will force brands to ‘think smarter’
The guidance also tells brands to restrict “inappropriate” on-pack marketing and promotional statements with implied health claims, and to stop marketing snacks and food products to be eaten between meals as suitable for children under the age of one.
It comes after data from the National Child Measurement Programme (NCMP) shows that for school year 2023-24, more than a fifth of children aged four to five years old were overweight or obese.
The NCMP also found that the prevalence of obesity for children between four and five, and 10 and 11, in the most deprived areas is more than double that of children in the least deprived areas. Mondelez UK sales ‘holding up well’ despite HFSS restrictions in store
The government’s long-awaited ‘less healthy foods’ ban is set to take effect from 5 January 2026, however, a voluntary agreement between advertisers and the government means that the rules will effectively come into play from October.
Paid digital advertising for LHF products will be banned, and there will be a 9pm watershed on linear TV and on-demand streaming.
While the restrictions apply to showcasing unhealthy products, brand advertising will still be permitted as long as identifiable non-compliant products don’t feature.
Just this week, research from Cancer Research UK highlighted the high levels of exposure to junk food promotions for young people.
More than half (52%) of young people have been exposed to junk food promotions on social media in the past month.
The ‘Digital Influence’ study found posts promoting HFSS products came from both businesses and influencers. Nearly four in 10 young people who saw the content engaged with it by liking, commenting or sharing, with influencer-led posts proving more influential than business-led adverts.
