The advertising regulator has today published its final guidance for advertisers for the new ‘Less Healthy’ Food restrictions, which come into force on 5 January 2026:
- a 9pm watershed on TV/ODPS, and
- a total ban on paid-for online advertising of identifiable LHF products.
LHF products are a subset of HFSS products. In order for an ad to be in scope of the LHF restrictions, the product being advertised must 1) qualify as HFSS under the Nutrient Profile Model, and 2) be covered in a list of 13 categories published by the Government
The guidance can be found here and the accompanying regulatory statement and supporting annexes can be found here. It is intended to help advertisers navigate what ad content is and is not permissible under the new rules, and understand the terms of the exemptions from the rules, including the exemption for brand advertising.
The guidance has been approved by Ofcom and the Government.
Many advertisers have been voluntarily applying these restrictions since 1 October under the terms of an agreement between industry and government. This agreement will end on 4 January, with the rules coming into legal force – and being enforced by the ASA – from 5 January. The regulator’s Copy Advice team will begin fielding inquiries immediately, and further engagement between CAP/ASA and industry will be announced in due course.
ISBA will continue to provide our own resources to our members on LHF in the coming weeks and months.
ISBA’s Director of Public Affairs, Rob Newman, said:
“This has been a long and complex process, during which ISBA members have demonstrated their willingness to comply with the restrictions by adhering to the voluntary agreement between industry and government.
“With the rules now set to come into legal force in a few weeks’ time, we are glad to see the publication of CAP’s guidance and resources.
“We will continue to work closely with our members to help them navigate the restrictions, and to ensure that their advertising is compliant.”