The Labour government has sparked outrage with a set of sprawling 5,700-word regulations targeting advertisements for so-called “less healthy” foods, including staples like muesli and yoghurt.
Critics have accused the government of burdening businesses with excessive bureaucracy at a time when economic growth is already sluggish.
The Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024, announced under the Health and Care Act, aim to impose a 9pm watershed on TV adverts for high-fat, salt, or sugar (HFSS) foods and a 24-hour ban on paid online ads for the same products. The rules are set to take effect in October 2025, but the guidance already has businesses scrambling to understand its complexities.
A Blow to Businesses
Industry leaders and experts have branded the regulations as excessively cumbersome, with one business owner describing them as “an unnecessary blow to already struggling high streets.” The measures include a two-stage nutrient profiling process to determine whether food items are “less healthy,” taking into account factors like sugar, fat, and sodium content.
Under the rules, products like granola mixed with yoghurt and certain “less healthy” smoothies will be banned from advertising during peak viewing hours unless they meet stringent nutrient guidelines. Critics argue this micromanagement not only penalises healthy options like yoghurt but also puts businesses under immense regulatory strain.
Economic Consequences
The timing of these regulations has drawn significant ire, given the state of the UK economy. With anaemic growth and inflation biting, many question the government’s priorities. “This level of bureaucratic madness does nothing but stifle business and innovation,” said one industry analyst. “It’s no wonder economic growth is stagnating.”
Shadow Secretary of State for Business and Trade Andrew Griffith MP said: “UK Gov now officially lost the plot. 5,700 word regulations to prohibit TV adverts for muesli and yoghurt! Anyone wonder why UK economic growth is anaemic.”
The backlash has also highlighted concerns about job losses. Small and medium-sized enterprises, which are disproportionately affected by advertising restrictions, have warned that they may need to scale back marketing budgets or cut staff to comply with the rules.
Public and Industry Reaction
The regulations have also drawn ridicule on social media, with critics highlighting their apparent focus on trivial issues like yoghurt ads while more pressing national concerns go unaddressed. “Labour has officially lost it,” one commenter quipped. “We’re worried about the economy, but the government is banning ads for breakfast foods.”
A Nation Losing Its Way?
For many, the regulations symbolise a wider issue: misplaced priorities in governance. With rising energy bills, open borders, and an overburdened NHS, critics argue the government’s focus on regulating muesli and yoghurt ads showcases a detachment from the issues that truly matter to everyday Britons.
As businesses grapple with yet another regulatory hurdle, the message from many is clear: Labour’s focus on advertising restrictions is not just baffling—it’s damaging. Whether this will spur a reconsideration of the policy remains to be seen, but for now, it’s a move many see as symptomatic of a government out of touch with the realities facing its citizens.
You can read ‘Labour’s Restricting advertising of less healthy food or drink on TV and online: products in scope’ here.
