‘Less Healthy’ Food and Drink (LHF) restrictions briefing for ISBA members

Summary

• The UK Government legislated in the Health and Care Act 2022 for new restrictions on the advertising of food and drink products high in fat, sugar or salt (HFSS): a 9pm watershed on broadcast TV/ODPS, and a total ban on paid-for online advertising.
• There are a number of exemptions from the restrictions, including for brand advertising, ‘transactional content’ and more. However, these are still to be precisely defined. A Government consultation on some of these exemptions, and the categories of products in scope of the restrictions, closed on 31 March 2023, but the outcome has still not been published.
• The implementation of the restrictions has been delayed until 1 October 2025.
• The ASA is the designated regulator, and it has completed a consultation on the draft LHF guidance for brands. The responses are currently being considered, with the final guidance due to be published in Q2 2024.

The full briefing is available below.

If you have any questions or would like to discuss this further, please contact ISBA's Director of Public Affairs, Rob Newman, on RobN@isba.org.uk.