The Government moots further food ad restrictions

The Government is set to further restrict food advertising on TV as it considers whether ads featuring recipes should carry traffic light warnings. The move comes a year after the Food Standard Agency’s nutrient profiling model was introduced.

The nutrient profiling system was developed by the FSA as part of the Government’s strategy to tackle the rising levels of obesity in the UK. The scheme allows Ofcom to establish levesl of fat, saturated fat, salt and sugar in foods and whether they can be advertised on TV.

The strategy aims to improve the balance of food advertised to children on television. The model has been in use as part of Ofcom’s broadcast advertising restrictions since April last year.

The FSA, the Broadcast Committee of Advertising Practice and Ofcom will now consider how the model could be applied to ads featuring recipes follows an independent research that concludes that the nutrient profiling model is “scientifically robust and fit for purpose.”

The move to review whether to extend the traffic light warnings to ads featuring recipes could affect campaigns such as Sainsbury’s “Try Something New Today” featuring celebrity chef Jamie Oliver (pictured) recommending various recipes.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here