What Ireland can learn from the UK’s HFSS advertising ban and why now is the moment for industry to engage

As Ireland continues to grapple with stubbornly high childhood obesity rates, policymakers face renewed pressure to consider stronger regulatory levers aimed at reducing children’s exposure to unhealthy food choices. During my tenure as Chair of the Oireachtas Committee on Children and Youth Affairs, our 2018 Report, Tackling Childhood Obesity highlighted the influence of marketing and advertising on children’s dietary habits and called for more a robust intervention. Successive Oireachtas debates, most recently in November 2025, have reiterated the need for stronger policy action.

With the UK’s new restrictions on high fat, salt and sugar (HFSS) advertising now in force, it’s likely that Ireland will examine whether a similar approach could reshape our own food marketing landscape. The impact on industry would be significant, therefore, it is now timely for Irish businesses to consider what that might mean for them and begin to engage in the discussion at a policy level.

The HFSS reforms, which took effect on 5th January 2026, represent one of the most significant shifts in food marketing regulation anywhere in Europe. A total ban on paid online advertising of identifiable HFSS products now applies across the UK, alongside a 9 pm watershed restricting advertising on television and on demand services.

The retail dimension of the UK regime is more fragmented. England has implemented statutory restrictions on prominent in store placement and on volume based promotions, such as multibuy deals. Wales has legislated a similar framework to take effect in March 2026, while Scotland is progressing toward comparable regulations. Northern Ireland has yet to introduce any such measures.

Ireland’s current policy starting point

Ireland has taken steps to reduce children’s exposure to unhealthy food marketing, but these remain modest compared with the UK’s statutory approach. In 2019, government endorsed voluntary codes of practice were introduced for non-broadcast media, sponsorship and retail product placement. This complement strengthened Advertising Standards Authority for Ireland (ASAI) rules, introduced in 2021, restricting HFSS marketing aimed at children under 15 across digital, outdoor and print channels. The Broadcasting Authority of Ireland also applies requirements through its Children’s Commercial Communications Code.

While meaningful, these measures fall well short of the comprehensive, statutory HFSS advertising and retail restrictions now operating in the UK. Ireland continues to operate a largely voluntary and mixed regulatory model, creating a clear difference in the baseline expectations and opens the possibility for future reform.

Why Ireland will likely reexamine HFSS advertising policy

Three factors make it likely that Ireland will consider the UK’s approach.

1. Media consumption has shifted dramatically

Children increasingly consume online and social content rather than traditional broadcasting. The UK’s total online HFSS advertising ban recognises this and aims to reduce exposure where it is most prevalent. Ireland will likely look to ensure that its approach remains effective and aligned with modern media consumption trends.

2. Regulatory alignment offers practical benefits

Ireland shares deep commercial, media and retail connectivity with the UK. Divergent policies create complexity for companies operating across both markets. Closer alignment, it could be argued, would simplify compliance and provide greater certainty for business planning.

3. The public health rationale

Childhood obesity remains an area of sustained public policy attention. Evidence presented in the 2018 Oireachtas report about how marketing shapes children’s food choices is one of several contributing factors. With 1 in 5 primary school children in Ireland overweight or obese, and higher rates of 1 in 4 DEIS band schools, international developments, such as the UK model, provide new reference points for Government in evaluating potential policy tools.

Implications for Irish industry

Should Ireland move toward UK style regulation, industry impacts would be significant.

Food manufacturers, retailers, broadcasters, digital platforms and advertisers would face major adjustments, including:

• restructuring advertising strategies
• reviewing brand portfolios and creative content
• revisiting retail promotion and placement agreements
• exploring reformulation opportunities
• strengthening internal compliance and governance frameworks

Crucially, organisations that begin evaluating their exposure now, before potential proposals emerge, will be far better positioned to navigate changes efficiently and manage operational, regulatory and reputational risks.

A policy moment Ireland should not ignore

Ireland has long recognised childhood obesity as a critical public health challenge, recent policy discussions have underscored that this will climb the political agenda. The UK’s HFSS reforms now provide a comprehensive, real-world model for what statutory regulation can achieve.

The question for Irish policy makers is whether our current mix of voluntary codes, self-regulation and partial broadcast rules are sufficient, or whether a more ambitious framework is needed.

For policymakers and businesses alike, now is the moment to engage proactively. Early preparation will be essential as Ireland considers its next steps.

By Alan Farrell, LGI Senior Director of Government Affairs & Policy