HFSS/LHF briefing for ISBA members

Public Affairs


  • The UK Government legislated in the Health and Care Act 2022 for new restrictions on the advertising of a subset of food and drink products which are high in fat, sugar or salt (HFSS): a 9pm watershed on broadcast TV/ODPS, and a total ban on paid-for online advertising, for what has been termed ‘Less Healthy’ Food and Drink (LHF).
  • There are a number of exemptions from the restrictions, including for brand advertising, ‘transactional content’ and more. However, these are still to be precisely defined. A Government consultation on some of these exemptions closed on 31 March 2023, but has not yet been responded to.
  • The implementation of the restrictions has been delayed until 1 October 2025. CAP/BCAP has consulted on the final guidance for advertisers for the new rules, and that guidance is expected in Q2 2024.

The full briefing is available below.

If you have any questions or would like to discuss this further, please contact ISBA's Director of Public Affairs, Rob Newman, on RobN@isba.org.uk