LHF ad restrictions: Are you prepared?

A group of UK advertising’s trade bodies including the Advertising Association, ISBA, the IPA, IAB UK, has launched a comprehensive, cross-industry awareness campaign to help professionals working on Q4 campaigns understand the incoming Less Healthy Food (LHF) advertising restrictions.

What you need to know right now

• TV & on-demand restrictions. From 1 October 2025, advertisements for identifiable LHF products must not run before the 9 pm watershed on Ofcom-licensed TV or at any time as paid for online ads.

• Voluntary Industry Agreement. Recognising the need for clarity, the Advertising Association and major trade bodies signed a voluntary Industry Agreement with the government. This agreement sets out how brands can continue to advertise within an explicit brand exemption that allows certain brand-only promotions even under the new rules.

• Transition to enforcement by ASA. Between 1 October 2025 and 5 January 2026, a voluntary compliance period applies. Effective 6 January 2026, the Advertising Standards Authority (ASA) will take over formal enforcement, applying new guidance.

What’s in the “Guidance on incoming LHF restrictions”

• “Quick Tips” one-page guide to LHF campaigns running from October 1, 2025 to January 5, 2026.
• FAQ document answering common questions.
• Details on which businesses and products fall within scope, or qualify for exemption.
• Supporting materials including:
  • The ASA’s draft guidance (2023/2024),
  • Clearcast Guidance for broadcast,

Additional industry support & awareness efforts

• A cross-industry awareness campaign (“Don’t be on the Naughty List”, “Don’t get Tricked when showing Treats”) has been launched to reinforce these changes, targeting advertisers, planners, media firms, agencies, and tech platforms.

• Live training and webinars
  • The next one being on 10 September 2025, 11:00–12:30

Why it matters and what brands should do

1. Voluntary compliance starts now. Though enforcement by ASA begins in January, the voluntary agreement underscores that brands must behave as if the rules are already enforceable.
2. Brand-only advertising may still be allowed, but with caveats. The Industry Agreement and government statements affirm that pure brand advertising (corporate identity, CSR messaging) is not in scope, so long as associated LHF products are not directly featured. However, ASA and CAP are still drafting precise interpretation guidance.
3. Some brands are capitalising on the gap. Reports show that in 2024, major food companies significantly boosted their advertising spend, by around £420 million (26% YOY), ahead of the regulatory changes. This underscores how urgent it is for brands to align current campaigns with upcoming restrictions – avoid potential last minute legal and reputational risks.
4. Brand vs product remains a grey area. While government messaging stresses that “associations” with LHF products don’t necessarily bring a brand’s advert into scope, enforcement agencies like ASA are likely to assess on a case by case basis.

We’ll continue to watch this space closely and have a private event lined up later this year to dive deeper into the topic. If you’d like to be part of it, register your interest via the link below.