The LHF Industry Agreement means that from October 1, ads for identifiable LHF products should not be shown before the 9pm watershed on Ofcom-licensed TV channels and Ofcom-regulated on-demand services, or as paid-for online advertisements at any time. This voluntary agreement is important as it gives the Government time to clarify the law to ensure brand advertising remains exempt from these rules.
ISBA has worked with the Advertising Association, the IPA and IAB UK to produce a suite of resources to help our members navigate this complex issue.
Resources:
To help you understand these changes thoroughly and ensure full compliance, we strongly encourage you to:
· Read the one-pager of advice: This quick tips guide below will provide an overview of the new rules for Q4.
· Watch the online training video below: This gives an in-depth explanation of the new rules and their implications.
· Review the comprehensive FAQs: Available below, these answer common questions about the restrictions.
If you have further questions, which you need assistance on:
· Register for the webinars: Have your questions answered by your trade association policy expert at drop-in sessions, taking place on 2-3.30pm on 12 August by registering here and 11am-12.30pm on 10 September by registering here.
· Speak to your sales partners at broadcasters and online media for channel-specific guidance. For summaries of the broadcasters LHF trading policies, see here.
· Contact Clearcast directly for advice on TV advertising.
We want to see brilliant, creative work in Q4 and beyond that respects the agreement our industry has put in place with the Government. Please ensure you familiarise yourselves with these resources as you plan your campaigns.
The Industry Agreement affects LHF product adverts planned to run between October 1, 2025 and January 5, 2026. From January 5, the Advertising Standards Authority (ASA) will have full legal enforcement powers and separate guidance will apply.
Disclaimer: The information provided here is intended as a guide and should not be treated as legal advice.
