Less Healthy Food: advertising restrictions

Commercial resources, Digital, Production guidelines, Public Affairs

Less Healthy Food: advertising restrictions

08.08.2025

With new Less Healthy Food (LHF) advertising restrictions coming in on 1 October 2025, it’s important for every UK advertising professional involved in food and drink campaigns to understand these changes.

This short e-learning video from the Advertising Association’s Public and External Affairs Director, Chris Walker, covers:

How to tell if your product is affected
What the restrictions are
Suggested Do’s and Don’ts from 1 October

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These rules apply to LHF product ads running during the voluntary industry agreement period of 1 October, 2025 and 5 January, 2026. After that, the ASA will take over enforcement, and new guidance will apply.

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.