The twists and turns around the new advertising restrictions for ‘less healthy’ foods continue—but the direction is clear: the UK’s LHF (Less Healthy Food) ad ban is going ahead.
The regulations will legally come into force on 5 January 2026, but the government has asked brands and media owners to voluntarily comply from 1 October 2025—a show of good faith in return for greater clarity around what’s still allowed.
Here’s what you need to know:
The key rules from 1 October 2025:
Only product-level ads are restricted – brand ads are still allowed, provided they don’t feature or reference identifiable less healthy products.
TV and CTV ads for LHF products are banned between 5:30am and 9pm
All paid-for online ads for identifiable LHF products are banned, regardless of audience targeting or platform
Exemptions include:
- Audio-only ads (e.g. podcasts, music streaming)
- Digital out-of-home (DOOH)
- Small businesses (fewer than 250 employees)
- Brand ads with no identifiable LHF products
- Owned and organic media (websites, social content)
- B2B campaigns
Still allowed:
Mobile and print coupons, direct mail, POS materials, sampling, experiential activity, and organic/owned content—channels that will now be vital for compliant brand visibility.
What counts as a ‘less healthy’ product?
The rules apply to products that:
Are HFSS (high in fat, salt or sugar) according to the nutrient profiling model
Appear in categories listed under the Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024
If a consumer can reasonably identify a specific LHF product in the ad, it’s in scope of the ban.
What brands should do now:
✔️ Review creative to check whether products are identifiable—and rework or reallocate accordingly
✔️ Refocus paid media on permitted formats: brand ads, audio, DOOH
✔️ Invest in compliant activation tools like coupons, POS and in-store experiences
✔️ Update partner briefs—whoever pays for the campaign is legally responsible
✔️ Stay informed—CAP is expected to release further guidance before the legal enforcement date
The government’s decision to clarify the rules around brand advertising is welcome—but with many high-reach channels closing to LHF product ads, coupons and in-store activation will now be key to staying visible, driving trial, and delivering ROI compliantly.
