Couponing remains one of the few compliant ways for brands to put LHF products directly in front of consumers. What happens now that the secret’s out? Media Leader Magazine asked savi to reveal all.

On 5 January 2026, the long-awaited Less Healthy Food (LHF) advertising restrictions finally came into force.

In a nutshell, product-led advertising for HFSS (high in fat, salt or sugar) products is now banned across all paid-for digital media, as well as TV and streaming services before 9 pm.

However, several channels remain either out of scope or exempt, including OOH, audio (radio and online), print, and cinema. Brand ads are still permitted, provided they don’t feature or reference identifiable less healthy products.

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