The Labour Government has confirmed its intention to restrict advertising for less healthy foods to post 9pm on TV and On-Demand Programme Services from 1st October 2025. More details of the government’s proposals can be found here.
The latest LHF updates 2025
January 2025
The latest statement from the ASA about finalising the guidance can be found here.
February 2025
A further consultation on the implementation of the new rules on ads for ‘less healthy’ foods food and drink products has been announced and is open until 5:00pm (GMT) on 18 March 2025. This further consultation exercise concerns revised proposals for implementation guidance and can be downloaded here.
‘Less Healthy’ Foods: Background
At the moment LHF ads appear around programming before 9 pm that does not attract a specific child audience. The restrictions mean that after 1st October 2025 LHF ads will no longer be allowed to be shown before 9pm – no matter the type of programming or typical audience age. The restrictions will be introduced through new legislation in the form of the Health and Care Bill.
How food and drinks will be measured will stay the same – using the current Nutritional Profile Model – although there will be some foods exempt from the restrictions (to be confirmed at a later date). Further exemptions from the restrictions include LHF advertising from SMEs with 249 employees or fewer (measured from the first day of a financial year) and brand advertising that does not highlight specific LHF products.
The Government intends to appoint Ofcom as the statutory regulator with the expectation that the ASA will be appointed to regulate the restrictions on a day to day basis.
Given the new legislation is yet to be introduced, there will be no immediate change to how Clearcast clears LHF food advertising.
The intention is to introduce these extra restrictions alongside new restrictions for paid-for online advertising.
Clearcast will be watching closely as this matter progresses and aims to work closely with broadcasters, agencies and advertisers to establish what training might be needed and to ensure a smooth transition for both the linear and on-demand advertising we currently clear and advise on.
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