A major shift in advertising regulations is forcing Britain's biggest supermarkets to dramatically rethink their high-profile Christmas television campaigns, placing festive ads on a so-called 'diet'.
New Rules Force Festive Ad Overhaul
From 5 January 2025, a stringent ban on TV and paid online junk food advertising comes into force under the Labour Party government. This has compelled retailers including Tesco, Waitrose, Marks & Spencer, and Asda to hastily adapt their current Christmas adverts to comply with the impending law. The Guardian reports that brands have been strategically altering content to avoid showcasing products high in fat, salt, or sugar (HFSS).
In response, supermarkets are taking diverse creative approaches to stay within the letter of the new legislation. Morrisons has opted to show no food products at all in its festive advert. Asda's campaign focuses on a fruit and vegetable aisle, Waitrose highlights a home-baked pie, and Lidl features an apple. This represents a significant departure from traditional Christmas advertising, which often centred on festive treats and indulgent meals.
Industry Reaction: Creativity vs. Complexity
Advertising executives acknowledge the challenge. Richard Exon, co-founder of the ad agency Joint, told the Guardian that advertisers are having to be "very strategic." He suggested a potential upside, stating: "It’s less about the products and more about brands and messaging and keeping to the spirit and letter of the legislation. Mainstream premium brands will be very careful not to breach regulations." He predicted that "a big dollop of common sense will be needed in the first quarter next year."
An executive at a major food retailer confirmed readiness for the change but warned of complications ahead: "But it is far too complex. There is going to be a long period where the advertising watchdog has to work through complaints from those looking out for products that may break the rules."
Mixed Response from Campaigners and Trade Bodies
The policy has drawn criticism from health campaigners who argue it does not go far enough. Fran Bernhardt of the campaign group Sustain said: "This government pledged to raise the healthiest generation of children ever and yet they’ve ignored the evidence, instead pursuing a policy that essentially enables business as usual. Industry will be celebrating another ruined health policy, while the UK’s children have been let down once again."
Conversely, the advertising industry's trade body struck a more pragmatic note. Paul Bainsfair, Director General of the Institute of Practitioners in Advertising, said: "Advertising agencies are problem-solvers. They have just had to adapt and use their ingenuity to find solutions for their clients – something they have always been so good at."
The coming months will test the adaptability of major brands as they navigate the new landscape, balancing creative marketing with strict regulatory compliance aimed at improving public health.
