The campaign will signpost key resources, including FAQs and online training, to help the industry comply with the restrictions from 1 October 2025. The trade bodies involved include the PPA, Advertising Association, ISBA, IPA, IAB UK, and the Alliance of Independent Agencies.

The campaign highlights an Industry Agreement with the Government that 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. This voluntary agreement enables 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.

Saj Merali, CEO, PPA, commented: “As publishers of trusted editorial brands, our members have long upheld the highest standards when it comes to responsible advertising. We fully support this cross-industry effort to ensure clarity and compliance around the incoming LHF restrictions. Magnetic and the PPA are committed to helping publishers navigate this shift, championing transparency, trust, and quality.”

Stephen Woodford, CEO, Advertising Association added: “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 to comply. 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.”

For anyone working in advertising, a one-page explainer is available on the Advertising Association’s resource hub here. Two additional webinars will be held for industry to have their questions answered by policy experts, to be held on the following dates: 2-3.30pm on 12 August and 11am-12.30pm on 10 September. Registrations can be made here.