Nearly the whole gamut of advertising, marketing and publishing trade bodies – including the Advertising Association, ISBA, the IPA, and IAB UK – has launched a major awareness campaign to help professionals working on Q4 campaigns understand the incoming Less Healthy Food (LHF) ad restrictions.
The campaign will signpost key resources, including FAQs and online training, to help the industry comply with the measures, which are coming into force from October 1, 2025, as part of a voluntary agreement.
The activity highlights that, from that date, ads for identifiable LHF products should not be shown before the watershed on Ofcom-licensed TV and Ofcom-regulated on-demand services, or as paid-for online advertisements at any time.
Officially the Government has delayed the ban until January 2026, although the voluntary agreement means that just about everyone – apart from some independent high street eateries and takeaways, like kebab and burger joints – will adhere to the October deadline as originally planned. The move will also enable the Government to clarify the law to ensure brand advertising remains exempt from the incoming legislation.
The awareness drive includes seasonal catchphrases to remember when planning festive ads such as ‘Don’t be on the Naughty List’ as well as ‘Don’t get Tricked when showing Treats’ for Halloween campaigns.
It aims to encourage widespread awareness for advertisers, agency creatives and planners, media owner sales teams, influencer marketing agencies, and FMCG leads at tech companies.
Advertising Association chief executive Stephen Woodford said: “The October 1 deadline for LHF advertising restrictions is fast approaching and it is imperative that our industry is fully informed.
“This campaign is a collaborative effort to help everyone working in our industry – from advertiser to agency; media owner to tech company – understand what is being asked of them.
“It is a vital part of demonstrating the industry’s commitment to responsible advertising, while enabling advertisers to continue advertising their brands through an exemption promised by the Government during the legislative process.”
Organisations also supporting the roll-out include the Alliance of Independent Agencies, the Influencer Marketing Trade Body and the PPA. It is not known whether the DMA has signed up.
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