Mind the gaps – why restrictions on less healthy food and drink advertising fall short
Think tank: Nesta
Author(s): Various authors
March 11, 2026
This report from UK think tank Nesta explores the changing face of food and drink advertising.
Obesity is a critical public health challenge in the UK, with two-thirds of adults now living with excess weight, and levels of childhood obesity in the UK among the highest in Europe. In January 2026, the government implemented new statutory restrictions on advertising for less healthy food and drink, covering products high in fat, salt and sugar (HFSS) within certain categories, banning paid adverts on TV before 9pm and online at any time.
This report explores the changing face of food and drink advertising, and assesses how much of it falls within the scope of the new regulations on less healthy food and drink advertising.
It identifies several exemptions to the policy and sets out the effect they are likely to have on how the policy works. The report also highlights the role of industry influence on the ambition and timeline of the policy, which has contributed to its weakened potential health impact.
