The regulation introduces a 9 pm watershed on TV ads for HFSS (High Fat, Salt, Sugar) products, and imposes a complete ban on paid digital advertising for those products.
The legislation is scheduled to be enforced starting 1 October 2025, applying to both linear TV and on-demand services.
Yes — brand advertising is allowed as long as no identifiable HFSS products or logos are featured.
No — SMEs (small and medium-sized enterprises) are exempt from these HFSS advertising restrictions.
Yes. Brands can use the transition period to pivot strategies, such as focusing on OOH, audio, print, or brand-only campaigns.
