LHF: Less Healthy Foods

You may know that there is upcoming legislation due to come into effect for “Less Healthy Foods”.

Ads that feature (visually or audibly) specific identifiable LHF products (as defined by the Government) will be restricted from being broadcast between 5.30am and 9.00pm.

Although the legislation is not set to officially come into effect in law until 5^th January 2026, the industry and government have agreed that it will be adhered to from 1^st October 2025.

Find the document attached below for information, as agreed by us, ITV, Channel 4 and Sky, on how we intend to deal with clearances between 1^st October and 5^th January.

Plus, see pointers on how best to work with us to get your ads cleared during this time.

Pointers for managing your ad’s clearance:

• Start the clearance process as early as possible to ensure that careful consideration can be given in good time before your ad is due to air.
• Provide a detailed script, making clear exactly what visuals will be used, so that we can be confident in our decision at the earliest opportunity.
• Where possible, use a template document when submitting your script. Find the LHF template here.
• State clearly which category you believe your product falls into.
• If exempt, provide us with a reason for why this is and where in the Government guidelines this is indicated for the product being advertised, including if the company is a Small or Medium Enterprise with fewer than 250 employees. Find the relevant document here.
• Understand that even if your product is not classified as LHF, it may still be subject to existing established rules for HFSS food products.
• Consider the use of our Copy Development service if you believe your campaign could benefit from detailed discussions before a final script is submitted. Find out more about Copy Development.
• Re-submit any ads which were cleared before 1^st October, if you have airtime booked after 1^st October, so that we can re-assess under LHF restrictions.
• Understand that any advice given during the 1^st October to 5^th January may change.

Training session:

To help with your understanding, on Wednesday 3^rd September we’ll be running an online webinar training session to explain how we’ll interpret the rules during this period. Keep an eye on the course page, LinkedIn and our email updates for more information coming soon.

If you have any further questions, please speak to your usual Copy Executive contact. If you don’t know who that is, you can email help@clearcast.co.uk to find out.