Advertising in the UK is changing fast. Between public-health priorities, consumer-protection reform and growing scrutiny of AI-generated content, brands and agencies must adapt quickly to stay compliant of the rules.
Below is a practical roundup of the most important regulatory changes coming into force or under active enforcement.
The government is introducing comprehensive restrictions on advertising of foods and drinks classed as high in fat, salt or sugar (HFSS). The rules will ban identified HFSS product advertising on TV before the 9pm watershed and in paid-for online spaces at any time. They are doing this to reduce children’s exposure to unhealthy food marketing.
The regulations were originally due to come into force on 1 October 2025, but enforcement has now been pushed back to 5 January 2026. The delay is designed to give businesses more time to adapt and to allow the government to clarify what counts as “brand-only” advertising (marketing that promotes a brand generally without showing specific HFSS products). Brand-only ads may fall outside the scope of the new restrictions, but further guidance is expected.
As AI tools are used more widely to create representative people, voices and synthetic scenes, regulators are warning that deceptive uses will attract enforcement. Current guidance from advertising-law specialists and the industry regulator urges clear labelling and caution where AI could mislead (for example, making it appear a real person endorses a product when they do not). While there’s no blanket legal requirement yet to label AI in every ad, the ASA and CAP are actively monitoring the use of deepfake techniques and have stated they will update codes if necessary.
The Tobacco and Vapes Bill and associated measures have tightened the regulatory squeeze on vaping products — especially those aimed at younger users. England and Wales implemented a ban on single-use (disposable) vapes from 1 June 2025, and the Bill empowers the government to control advertising, packaging, and sales (including measures aimed at reducing youth appeal). Retailers must now ensure promotions comply with the new rules and that products on sale meet refillable/rechargeable requirements.
Prescription weight-loss medicines have become a regulatory focus after an influx of online ads, influencer promotions and questionable pharmacy marketing. The ASA has issued warnings and taken down ads that promote prescription-only medicines directly to consumers, it’s working with the Medicines and Healthcare products Regulatory Agency and other regulators to reinforce rules that prescription-only meds should not be routinely advertised to the public without an appropriate clinical context. Recent enforcement activity has targeted online pharmacies and influencer posts that verge on promotion rather than information.
The Digital Markets, Competition and Consumers Act and related updates took effect in 2025 and tightened rules around misleading advertising: notably drip pricing (requiring that total unavoidable costs be shown up-front) and stronger action on fake or paid reviews. The ASA has amended its codes to align with the new law, and the Competition and Markets Authority has clarified enforcement expectations. These changes hit both performance marketers and publishers — price presentation, subscription offers and “add-ons” must be transparent.
The ASA has stepped up enforcement of environmental claims: vague or unqualified “green” statements are being challenged if they lack clear substantiation. Marketers should avoid selective claims (e.g., “low carbon” without lifecycle evidence) and be ready to provide accurate and accessible evidence for sustainability claims.
Simply put, it means that there will be more rules to follow and restrictions around the messaging and feel of what you are able to do. It means that there is further value, therefore, to appointing an advertising partner who can explain the limitations and guide you through this process to make sure that you are still able to be as impactful as possible for your campaign. Be this through careful channel selection, or messaging tweaks to remain compliant, BBJ&K are well placed to support you thanks to our years of experience working within highly compliant sectors. Get in touch with the team to find out how we can support your messaging and remove some of the confusion from these changes.
Written by: Khloe Ebanks
