ISBA has met with ITV, C4, and Sky to understand their 'Less Healthy' Food and Drink (LHF) trading policies. These policies are in response to the UK government’s decision in 2022 to restrict ads for LHF products.
From 1 October 2025, an industry agreement will begin, with organisations committing not to run LHF product ads on TV before the 9pm watershed or at any time online.
Whilst the food, drink, and retail sectors will be most impacted, as they comprised approximately 19% of all UK linear TV activity in 2024. Other sectors may also be indirectly affected by these trading policies due to inventory prioritisation.
ITV, Channel 4, and Sky Media have introduced premium charges for LHF campaigns running post-9pm and have strategies to manage compliance. Each broadcaster has its own specific terms.
This document provides you with the background to these changes, a summary of the broadcaster’s trading policies, information on the implications for advertising on online platforms and streamers, as well as updates on the TV advertising clearance process from Clearcast.
ISBA is very aware this is a complex issue so please email bobic@isba.org.uk if you have any questions or need further details.