As of 5 January 2026, the Government’s new ‘Less Healthy’ Food (LHF) advertising restrictions are in effect.
This means that ads for food and drink products deemed to be ‘less healthy’ cannot be shown on TV and Ofcom-regulated ODPS from 5.30am-9pm, and at any time in paid-for online media. There are some exemptions, including for brand advertising.
The Advertising Standards Authority has published guidance for advertisers on what is and is not allowed to be shown in ads in the restricted media, and on what counts as product and brand ads. You can find this guidance here.
ISBA has worked hard to provide its members with support in the run-up to these restrictions coming into force. We remain able to give general advice, although with the rules now in force, the ASA and its guidance is the best port of call. ISBA members are strongly encouraged to use the secondary advice resources and to seek further advice from the regulator’s Copy Advice service. For broadcast clearance matters, ISBA members should contact Clearcast.
For further information, please contact ISBA’s Director of Public Affairs, Rob Newman.
What is LHF?
LHF refers to a subset of HFSS products which are considered by government to be of particular appeal to children and young people (although the media restrictions go beyond children’s media to the whole population).
For a product to be LHF, it must be both: 1) classed as HFSS under the Nutrient Profile Model, and 2) appear in one of the 13 categories of LHF product which are set out in secondary legislation. These categories, and guidance setting out what they cover, can be found here.
What are the new rules?
Ads for identifiable LHF products cannot be shown on TV and Ofcom-regulated ODPS between 5.30am and 9pm, or in paid-for online media at any time.
There are some exemptions from the restrictions: brand advertising (i.e. ads which do not depict identifiable LHF products) is permitted, as are ads for identifiable products which are placed in an advertiser’s owned media (such as your website, or social media channels – providing no money is put behind a post).
Any other media, such as audio or Out Of Home, are not covered by the LHF restrictions.
Do these rules supersede the existing HFSS rules?
No – the HFSS rules set out by the ASA are still in force and must be adhered to.
I have a question about the media covered by the rules, and what’s allowed/disallowed under the restrictions.
Consult the ASA’s secondary guidance, which includes some frequently asked questions.