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 from 1st October.
CAP will soon be publishing its guidance for LHF, but in the meantime you can read our guidance here and speak to your Clearcast copy contact, who will help to ensure that your ad complies with the legislation, found here and here.
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.
For further guidance, please speak to your Clearcast contact, or consider Copy Development for hands-on help.