Sugar-free Easter on UK TV as chocolate ads moved past 9pm

New UK regulations ban products high in fat, sugar and salt from appearing in TV ads before 9pm, so seasonal chocolate adverts are not shown before 9pm this Easter. Research cited in the article says TV ad spending by confectionery and snacks brands almost halved between October and February.

The UK is having its first Easter without television ads for products high in fat, sugar and salt after new regulations came into force at the start of the year. The rules bar such products from appearing in TV commercials before 9pm as part of government efforts to address childhood obesity. Broadcasters and advertisers had begun complying voluntarily from October, which already altered the TV advertising mix over the Christmas period. The change means seasonal products, including the Cadbury Creme Egg, will not be appearing in TV ads before 9pm this Easter. Key facts: - The regulations prohibit products high in fat, sugar and salt from appearing in TV ads before 9pm and came into force at the beginning of the year. - The advertising industry began voluntary compliance in October, and research cited in the article reports that confectionery and snacks TV ad spending almost halved year-on-year between October and February. - An analysis covering most firms affected by the rules found overall TV ad spend down at least 15% year-on-year. - Industry figures, including executives at ITV and Channel 4 as reported, have questioned how large an effect the policy will have, noting the government’s estimate of about 1.7 calories saved per day. - Campaign groups say brand-only adverts and shifts to other media such as outdoor and radio have reduced the impact of the TV and online restrictions, and the Food and Drink Federation warned that a proposed updated nutrient profiling model would broaden the list of products potentially banned. Summary: The new rules have already changed the pattern of UK TV advertising and contributed to a notably lower spend by confectionery and snack advertisers. The government has launched a consultation on an updated nutrient profiling model that could expand the range of products covered from next year. Enforcement appears to be in early stages, with only a small number of complaints reported as being assessed.