delete The Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025
UK regulations creating exemptions from food/drink advertising prohibitions for brand advertisements under the Communications Act 2003. The rules define 'brand advertisement' as promotion of a brand (not specific products), exempt it from advertising bans on less healthy food and drink, but carve out exclusions for depictions of specific products, realistic images, or brand names that are also product names. Includes grandfather clause for brands established before 16th July 2025.
Restricts commercial speech and creates regulatory barriers that advantage established brands over new entrants. The grandfather clause penalises post-July 2025 brand creation, distorting market competition. Complex definitional requirements (distinguishing 'brand' from 'product', 'realistic image' tests) impose compliance costs that disproportionately burden smaller competitors. The underlying paternalistic premise—that adults cannot evaluate brand advertising for less healthy products—contradicts consumer sovereignty principles. These restrictions on brand promotion will reduce competitive dynamism in the food and drink sector without demonstrable health benefits that could not be achieved through better-informed consumer choices or targeted restrictions on ads directed at children.