Christmas Spirit Faces a Ban: M&S Chief Slams Upcoming HFSS Advertising Laws
Imagine Christmas without those iconic supermarket adverts—no golden mince pies, no sizzling sausages, no snow-dusted puddings lighting up TV screens. That could soon be reality, warns Archie Norman, chairman of Marks & Spencer. He’s flagging up urgent concerns over planned UK government rules targeting so-called HFSS products (that’s high in fat, salt, or sugar). The intention is to curb junk food advertising, especially for children, but the catch is this: most classic festive foods get bundled in that category.
Once these rules come into effect, ads for any HFSS products will be banned from running on television before 9pm and could face even wider restrictions online. Brands are particularly worried—they spend millions each year crafting cozy, heartwarming holiday campaigns. M&S, for example, is famous for Christmas ads packed with treats and nostalgia. Their 2024 star-studded campaign, fronted by Dawn French, would be in trouble under these new restrictions. Norman didn’t mince words: ‘You won’t be able to run an ad that includes Christmas pudding, your mince pies or sausages,’ he said, making it clear how deep this really cuts for retailers.
Advertising Industry Faces a Jumbled Season of Rules and Delays
So, where does the law stand? The TV ban was originally due in October 2025 but has been pushed back to January 2026. Even so, a voluntary industry pact covering similar restrictions is still set to go live in October 2025, so nerves are high. In the meantime, health minister Ashley Dalton tried to offer a lifeline, saying companies can still advertise purely their brands—just not individual HFSS foods. But store chains and fast-food giants aren’t feeling reassured.
According to a report by The Grocer, if the current rules had been in place for 2024, a staggering 80% of the most popular Christmas ads—including those from Aldi, Sainsbury’s, Coca-Cola, and KFC—would be unfit for UK screens. That’s not just mince pies, it’s festive burgers, Christmas sandwiches, chocolates—the full smorgasbord. While Norman isn’t alone in sounding the alarm, there’s a major problem: industry groups feel left in the dark. Organisations like ISBA and the Advertising Association are pressing the Advertising Standards Authority for rock-solid, plain-English guidance about what’s allowed and what’s not.
The confusion couldn’t come at a worse time. Retailers are juggling other headaches—rising costs from national insurance hikes and new eco-packaging rules. As Archie Norman put it, these restrictions could "probably mean we can’t run a Christmas ad" in the way people have come to expect. For now, there’s a stay of execution, but Christmas could start looking a lot less merry on TV in the not-so-distant future if the HFSS ban finally kicks in as planned.