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Check food and drink ads against LHF rules

Assess your online ad's LHF compliance - via AI pre-screening or expert review - before launching.

We know that LHF (Less Healthy Food and Drink) restrictions can be complicated. That’s why we’ve introduced two new services which assess whether your food and drink ads – for non-broadcast platforms (eg online and digital) – are likely to comply with LHF rules.

First, the AI-powered assessment tool which pre-screens LHF advertising, built around our unparalleled years of compliance knowledge and powered by Northell, giving you advice in minutes. Second, when greater reassurance is needed, specialist (human!) review and a clearance decision within just two working days.

LHF iClear (AI pre-screening)

For food/drink brands, agencies and non-broadcast platforms, who want to quickly determine whether online ads would be affected by LHF restrictions. Upload scripts, images or videos for a rapid verdict, with concerns explained and actionable guidance. Identify issues early, while content can still be easily changed, and make more confident media planning decisions.

  • AI-powered LHF assessment
  • Built using our years of compliance expertise
  • Spot risks in your online ads early
  • Instant insight – an answer in minutes
  • Consistent decision-making
  • Plan, book and launch campaigns with confidence
  • Support brand safety, compliance and trust

Price: £80 +VAT per assessment

Go to iClear

LHF allClear by Clearcast (manual clearance)

For food/drink advertisers, agencies and non-broadcast platforms who want an understanding of their online ad’s potential LHF risks. We’ll review your ad to highlight any LHF issues and, if possible, provide LHF clearance, so you can publish with confidence. We’ll then support your defence, if requested, should it be investigated.

  • Expert human review
  • Clearance decision within 48 hours
  • If we clear it, we’ll support your defence, if required
  • Peace of mind to launch campaigns with confidence
  • Upgrade after iClear, or use allClear only
  • Supporting brand safety, compliance and trust

Price: £350 +VAT per assessment (or £270 if you’ve already used LHF iClear)

T&C's

‘LHF iClear’ and ‘LHF allClear’ assess ads against LHF rules in the CAP code only. Your ad won’t be assessed against the BCAP code or any other rules in the CAP code.

If you’d like guidance across other areas of the CAP or BCAP codes, consider our creative consultancy service, for a more in-depth assessment of your wider campaign.

FAQs
Download webinar

LHF: A year on - crucial updates on the LHF landscape

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’

What is the LHF restriction for online ads?

The legislation restricts ads and sponsorships for identifiable food or drink products which are classified as “less healthy”.

For non-broadcast (online) spaces, this means it can’t be placed:

– Anywhere on the internet, at any time (anything from social media and influencer marketing to ads on websites, etc),

– On ODPS (Ofcom-regulated on-demand programme services) between 5:30am and 9:00pm (platforms like Youtube, Netflix, Amazon Prime, etc).

 

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