Pubs and bars struggling to get in shape for LHF ban

Many UK food and beverage businesses – including pubs, bars, and restaurants – have yet to fully grasp the new advertising restrictions on foods high in fat, salt and sugar (HFSS), despite the clock ticking on the measures coming into force.

Last week, the Government confirmed that the deadline for the new Less Healthy Food (LHF) legislation has been pushed back until January, however, 20 organisations representing advertisers, broadcasters and online platforms have already signed a voluntary and unilateral commitment to the October start.

New research from creative marketing agency Linney shows that fewer than one in ten (8.8%) food and beverage businesses say they have completed the necessary preparations, while 6.4% remain unsure or unfamiliar about what the legislation means for them.

Just 43.6% of those surveyed reported feeling “very confident” about their readiness. Confidence was notably lowest among those working in pubs, bars, and restaurants, suggesting these sectors may need additional support.

The LHF legislation, part of the Government’s strategy to tackle obesity in the UK, will ban TV ads for HFSS foods before 9pm and restrict all paid online ads.

In response, almost half (44%) of businesses surveyed plan to alter their promotions, while just over 41% expect to redesign their point of sale and to make changes to their products in order to meet compliance.

The research found that while 92.4% of respondents said they were aware of the LHF legislation, only 14% claimed to fully understand it.

This knowledge gap is particularly among older respondents and those working in pubs and restaurants, who were revealed to be the least familiar with the new rules.

Linney co-director Jonathon Rhodes commented: “It’s encouraging to see some businesses already taking action, but there’s still a huge opportunity for others to get ahead.

“With less than six months to go, now is the time for the food and bevearge industry to assess the impact of these rules to prepare. We’re seeing strong demand for clear guidance and those who act now won’t just meet the new standards – they’ll be better positioned to innovate and gain a competitive edge.”

While many businesses are still finding their footing, the survey points to a broader sense of purpose: 64% believe the upcoming regulation will improve public health, showing an alignment between the industry and national health priorities.

However, this optimism is tempered by practical concerns: 70% worry that compliance might make it harder for lower-income customers to access affordable food and drink, highlighting the complex challenge facing the industry as it seeks to balance health objectives with concerns about food affordability and accessibility.

Linney points out that by acting now, businesses can not only ensure compliance but also emerge stronger, more agile, and better aligned with evolving consumer expectations.