We welcome the publication of Ofcom’s consultation, as it represents an essential step forward in giving guidance to brand advertisers on the implementation of the ‘less healthy food’ (LHF) restrictions legislated for in the Health and Care Act 2022.
Should the Advertising Standards Authority (ASA) be designated as a co-regulator in accordance with Ofcom’s proposal, it will then fall to that body to develop guidance for brands on how to navigate what will be complex and multi-layered restrictions. We hope that Ofcom will support the ASA in producing clear guidance which helps brands move through those layers. We also hope that Ofcom will use its good offices to ensure that the Government provides the guidance which it has promised in a timely way – including guidance on what falls under the definition of the categories of product in scope.