A major shift is underway in the world of UK Christmas television advertising, with major supermarkets being forced to put their festive campaigns "on a diet". This comes ahead of a stringent new ban on junk food advertising set to be enforced from 5 January 2026.
What the New Advertising Rules Mean
The incoming regulations, introduced by the Labour government, will implement a crackdown on ads for products high in fat, salt, or sugar (HFSS). The ban will apply to television advertising and to all paid online promotions at any time of day. This has sent advertising teams scrambling to redesign their traditional Christmas campaigns to focus on healthier alternatives or brand messaging instead.
As reported by The Guardian, giants like Tesco, Waitrose, Marks & Spencer, and Asda have all had to adapt. Their solutions vary significantly. For instance, Asda has shifted focus to its fruit and vegetable aisle, while Waitrose highlights a home-baked pie. Lidl has opted to feature an apple, and Morrisons has taken the most drastic step by showing no products at all in its festive advert.
Industry Reaction and Creative Challenges
Advertising executives acknowledge the challenge but see a potential creative silver lining. Richard Exon, co-founder of the ad agency Joint, told The Guardian that advertisers are having to be "very strategic". He suggested the rules could drive innovation, stating: "There is an upside for creativity here. It’s less about the products and more about brands and messaging."
He emphasised that mainstream brands will be extremely careful to avoid breaching the new regulations, predicting that "a big dollop of common sense will be needed in the first quarter next year." An unnamed executive at a large food retailer confirmed readiness but warned of complexity, anticipating a "long period" where the advertising watchdog will be processing complaints about potential rule-breakers.
Mixed Responses from Campaigners and Trade Bodies
The policy has drawn criticism from public health campaigners who argue it does not go far enough. Fran Bernhardt of the campaign group Sustain accused the government of ignoring evidence and enabling "business as usual". She said: "Industry will be celebrating another ruined health policy, while the UK’s children have been let down once again."
Conversely, the advertising industry's trade body stressed its capacity to adapt. Paul Bainsfair, Director General of the Institute of Practitioners in Advertising, said: "Advertising agencies are problem-solvers. They have just had to adapt and use their ingenuity to find solutions for their clients."
The coming months will test how effectively the junk food advertising ban reshapes not just Christmas campaigns, but the year-round marketing landscape for food and drink brands across the UK.
