Lidl and Iceland battered in first crackdown on LHF ads

The advertising watchdog has laid down a marker for food and drink brands with the first rulings under the new Less Healthy Food (LHF) restrictions, in what is claimed to “an important step in building a clearer picture of how the rules are applied in reality”.

Lidl and Iceland have become the first companies to fall foul of the rules, which officially came into force in January but have been followed voluntarily but most companies since October 1, while German Donor Kebab and On The Beach have escaped censure.

The ban, which prohibits TV ads for food and drink high in fat, salt and sugar (HFSS) between 5:30am and 9pm and all paid online ads, applies to products that fall within 13 categories considered to play the most significant role in childhood obesity.

These include soft drinks, chocolates and sweets, pizzas and ice creams, but also some breakfast cereals and porridges, sweetened bread products, and main meals and sandwiches.

Products that fall into these categories are then also assessed on whether they are “less healthy” based on a scoring tool that considers their nutrient levels and whether products are high in saturated fat, salt or sugar.

Following a single complaint, the Advertising Standards Authority banned an Instagram post for Lidl Northern Ireland by influencer Emma Kearney for featuring its Pain Suisse product (picured), which was classified as both HFSS and a sweetened bread.

Lidl said the ad had been removed and it had liaised with marketing agency ZGA Digital to ensure that all future ads complied with the new rules.

Iceland was hauled up for two ads that included a tub of Swizzles Sweet Treats, a packet of Chupa Chups Laces, a bag of Chooee Disco Stix and a bag of Haribo Elf Surprises, which were all classified as HFSS.

However, other featured products, including Pringles Sour Cream & Onion crisps, Luxury Aberdeen Angus Beef Roasting Joint, Vegetable Spring Rolls, Sticky Chicken Skewers and Lurpak Spreadable Butter, did not fall within the new restrictions.

Meanwhile, an Instagram post by influencer John Fisher promoting menu items at a new German Doner Kebab outlet was also given the greenlight as items shown were not classified as less healthy foods.

The watchdog also cleared a TV ad for On The Beach, which promoted free airport lounge access and featured a boy approaching a buffet and taking a chocolate ring doughnut. The ASA ruled viewers would see the ad as showing an example of what was available in the lounge rather than for the doughnut itself, meaning it did not break the rules.

ASA chief executive Guy Parker said: “Our role is to remain impartial and independent, making sure our new LHF rules, which reflect the law, are applied fairly and consistently.

“These initial rulings are an important step in building a clearer picture of how the rules are applied in reality. We’ll be continuing to play our role in administering and enforcing them, including by using tech-assisted proactive monitoring.”

However, that could be set to change after the Government launched a new consultation last month to bring a larger portion of brands under the restrictions.

The rulings come as the ASA publishes its Annual Report for 2025, which reveals that, during the past 12 months, it scanned nearly 60 million online ads, resolved over 40,000 complaints, and helped secure the amendment or removal of 22,383 ads.

In addition, CAP delivered 596,000 pieces of advice, training and bespoke queries through its Copy Advice service.

The report details how much the regulator’s operating model has changed. In 2012, only 5% of regulatory resource was dedicated to proactive work, with the vast majority focused on reacting to complaints. By the end of 2025, proactive activity accounted for 45% of regulatory resource, overtaking reactive complaints work.

Lidl and Iceland battered in first crackdown on LHF ads

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