The Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025: impact assessment - RPC opinion (green-rated)
Regulatory Policy Committee (RPC) opinion of the Department for Health and Social Care’s (and the Department for Digital, Culture, Media & Sport) impact assessment (IA) in respect of proposals in the regulations laid before Parliament on 10 September 2025
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The regulations introduce a watershed on TV, and a ban on paid-for online advertising, of food and drink that are high in fat, salt and sugar. The regulations aim to reduce children’s exposure to advertising of less healthy products, which evidence shows contributes to childhood obesity, and to incentivise businesses to re-formulate their products and help create a healthier food environment.
The Department’s original IA received an initial review notice (IRN), highlighting the areas that needed to be addressed for the IA to receive a green-rated RPC opinion. The Department subsequently submitted a revised IA for RPC scrutiny, which considered it fit for purpose, although the wider cost-benefit analysis still relied heavily on assumptions.
Following the IRN, the Department improved its small and micro business assessment, and revised its calculation of the equivalent annual net direct cost to business, resulting in a figure of £185.5 million (up from £6 million in the original IA).
The RPC is pleased that its advice has contributed to the improvement of the analysis supporting regulatory policy in this area. The corresponding IA can be found here.
Updates to this page
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Re-posting with final title of legislation now that the measure has been laid before Parliament
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First published.