If you make ads containing food or drink, you’ll likely be aware of the restrictions for HFSS (High Fat / Salt / Sugar) foods, which are long established. Plus, more recently, additional restrictions were announced for LHF (‘Less Healthy Food and Drink’).
Below we explain what each restriction means and clear up some misconceptions about how they work together.
HFSS
The HFSS restriction advises broadcasters which ads are for products high in fat, salt and/or sugar, as determined by the nutrient profile model. These ads will be kept away from programmes “commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 16” (BCAP Code 32.4).
LHF
The LHF restriction is for products identified as ‘Less Healthy Food and Drink’. It tells the broadcasters not to air those particular ads between 5.30am and 9pm.
Broadcasters and advertisers agreed with the Government to apply the restriction for a “grace period” from 1st October. From 5th January 2026, ads for “identifiable” less healthy food and drink products are now banned from appearing:
- On television, between 5:30am and 9:00pm
- In on-demand programme services, between 5:30am and 9:00pm
- In paid online media, at any time.
See the Committee of Advertising Practice (CAP)’s published guidance and FAQs for this.
HFSS or LHF?
Although both sets of restrictions relate to food and drink products, they’re not the same. Crucially, there are different factors which determine whether a product falls under HFSS, LHF, neither or both.
This means that even if your ad is exempt from LHF rules (for example, it’s excluded from one of the 13 categories listed here, or your brand is an SME – small or medium advertiser with 250 staff or less) it doesn’t necessarily mean it’ll be exempt from HFSS rules too, and an HFSS scheduling restriction could still apply.
Download webinar for the latest LHF updates
LHF: A year on – crucial updates on the LHF landscape
2nd September 2026
With a year of industry adoption behind us and eight months of ASA rulings to learn from, the LHF landscape is evolving fast. If you work on less healthy food and drink advertising, now is the time to make sure you’re up to speed.
Clearcast’s LHF experts share practical guidance to help you understand how ads are being assessed and what it means for your campaigns. The session will give you clear, practical takeaways you can apply straight away.
Hosted by Clearcast’s Ollie Buck, New Product Development Lead, with contributions from Cathy Leyland, Advertising Trust and Compliance Manager – LHF Lead, Pete Bellas, Advertising Trust and Compliance Manager – Creative Consultancy Lead, and Tilly Parry, AI Lead.
- An overview of the latest LHF regulations
- Fresh case studies highlighting interpretation and outcomes
- What has the ASA ruled on so far?
- Up-to-date clearance approach and best practice tips
- An early demo of Clearcast’s new AI tool ‘iClear’ for LHF assessment
- An overview of Clearcast’s new expert human review and clearance service ‘allClear’
Once you’ve submitted your details, a copy of the webinar will be sent to your email inbox.
For further help with your food & drink ads and hands-on creative advice from an ad clearance expert: