HFSS advertising restrictions: a positive step for Scotland – but not the full picture
Improving our food environment is central to supporting a healthier diet in Scotland, particularly for children and young people. That is why, after several significant delays, the introduction of further UK-wide restrictions on advertising of food and drinks high in fat, salt and sugar (HFSS) is a welcome development.
The new measures represent a clear acknowledgement that advertising matters. They limit when and where HFSS products can be advertised, banning them from broadcast television before 9pm and from online advertising at any time. They aim to reduce children’s exposure to advertising of less healthy products and will also, importantly, create greater space for much needed advertising of healthier foods.
The restrictions apply to products considered to be major contributors to childhood obesity, including sugary drinks, confectionery, pizzas and ice creams. Some products that may appear more staple or everyday foods – such as certain breakfast cereals and sandwiches – are also included. This reflects the reality of children’s diets and how children and young people in Scotland now consume media.
Digital platforms play an increasingly dominant role alongside traditional television, and advertising and marketing have evolved rapidly as technology and media habits have changed. As this continues to evolve, regulation must keep pace with how we consume media. Without a commitment to keep the policy under review, there is a real risk that regulation will permanently lag behind advertising and marketing practice.
At Food Standards Scotland (FSS), we have consistently supported action to reduce children’s exposure to advertising of HFSS products. We have also been clear in our consultation response to UK Government that stronger and more comprehensive restrictions would be likely to deliver greater public health benefit. Under the new rules, there are important limitations to recognise; businesses can continue to advertise their brands, even where those brands are strongly associated with HFSS products. This risks diluting the impact of the restrictions and highlights the need for continued scrutiny of how effectively the policy reduces children’s real-world exposure to HFSS products.
While the current measures represent progress, they should be seen as part of a broader, evolving approach rather than the final word. There is a timely opportunity to consider what more can be done using powers in Scotland, including at a local level, given the commitment to publish a refreshed Diet and Healthy Weight Improvement plan in 2026.
Evidence published by the Scottish Government in 2025 highlighted the role of outdoor advertising and other forms of place-based advertising in shaping food environments, particularly in more deprived areas. Scotland currently has no national policy restricting outdoor HFSS advertising, but experience in England - particularly on the Transport for London network - suggests such measures can reduce purchasing of less healthy foods. Progressing national and local options in Scotland could help to further reduce children’s exposure to HFSS advertising and support efforts to improve diet and reduce health inequalities.
Of course, advertising and marketing is only one part of the wider food environment shaping children’s diets. For many families in Scotland, they are faced with a flood of less healthy foods and barely a trickle of healthy options that are affordable and accessible. Advertising restrictions can help to stem the appeal of less healthy products, but they must sit alongside a range of actions to address other aspects of our food environment such as access to healthy food, reformulation of products to reduce levels of fat, sugar and salt, and clear information to support informed choices.
At FSS, our role is to provide independent, evidence-based advice in the interests of public health. The new advertising restrictions are a positive step towards creating healthier food environments for Scotland’s children — but they won’t improve diets on their own. Continued collaboration across government, regulators, and industry will be essential if we are to deliver lasting improvements in diet and health across Scotland.
Laura Wilson
Head of Public Health Nutrition
Food Standards Scotland