Sustain welcomes new law restricting unhealthy food advertising in open letter to government

The letter was co-ordinated by Obesity Health Alliance (OHA) and co-signed by many members of the Sustain alliance including OHA, Diabetes UK, Food Foundation, Alexandra Rose Charity, First Steps Nutrition, British Dietetic Association and many more.

This is a significant milestone in the government’s ambition to create the healthiest generation of children ever - but it’s not the end of the journey.

The letter calls on the Secretary of State to go further by strengthening the legislation through:

• Adopting the 2018 Nutrient Profiling Model, as committed to in the 10 Year Health Plan
• Expanding the range of product categories in scope
• Removing the exemption for “brand” and “brand of a range of products”
• Beginning work on the next phase of advertising regulation, including outdoor advertising and other media channels

Read the open letter here

Kat Jenner, Executive Director of OHA, Sustain trustee and vice-chair of Sustain’s council said:

“Bringing these long-awaited restrictions into force is an important step towards protecting children from relentless junk food advertising. But this legislation will only deliver its promise if it is robustly enforced and strengthened over time. Loopholes such as the broad brand advertising exemptions, a narrow range of products and media in scope, and reliance on an outdated nutrient profiling model risk limiting its impact and driving advertising into other channels, including outdoor spaces.

If the Government is serious about raising the healthiest generation ever and tackling widening health inequalities, this must be a starting point – not the end. Swift action is now needed to close these gaps and move towards ending unhealthy food and drink advertising to children across all media by the end of this Parliament.”

Protecting children from exposure to unhealthy food marketing requires sustained action and ambition. However, following a legal challenge from industry in early 2025, last summer the government significantly weakened the policy. Entire ranges of sugary snacks and drinks will continue to be allowed to advertise online and on TV.

Fran Bernhardt, Commercial Determinants Coordinator said:

This policy had so much potential for transforming children's health for the better. But since our government bowed to industry pressure, businesses will be able to keep the spotlight on unhealthy food, and our children will lose out. This is a pitiful result and one the government must put right by aligning the policy with the evidence to truly champion our children's health.

Read more Sustain analysis here