Ad Matters 1.8.25

It was a big day yesterday as we launched a cross-industry awareness campaign with fellow trade bodies to help marketing and advertising folk understand the incoming Less Healthy Food (LHF) advertising restrictions. It’s been a swift turn-around for a creative campaign that we’ve developed in-house, with special creative designed for the key Halloween and Christmas periods. A huge thanks our to fellow trade bodies and members for all their support in sharing details about the campaign.

In short, we want to make sure everyone involved in an advertising campaign for an LHF product is aware of the restrictions in place from October 1. While voluntary at this point in time, it is critical that the industry honours the agreement put in place with Government to allow time for the law to be rewritten to include the brand exemption.

Everything you need to know is on our hub and if you think you can help share the campaign even further, please get in touch with my colleague, Mariella - mariella.brown@adassoc.org.uk.

Our must reads:

• Our latest AA/WARC Expenditure Report revealed UK adspend grew to 8% to reach £10.4bn in Q1 2025. (The Media Leader)
• We launched the LHF Industry Agreement campaign this week alongside ISBA, IPA and IAB to help advertisers understand the incoming restrictions and comply from 1 October. (Marketing Week)
• Josh Bullmore, CSO of Publicis Groupe UK, reflects on our latest All In Census data in this article marking Disability Pride Month, with a strong call-to-action to support disabled and neurodivergent talent. (Campaign)
• Our President and Allwyn UK’s Chief Executive, Andria Vidler, is planning a technology upgrade for the National Lottery to enhance player safeguards and include a new core gaming system. (The Times)

Our pick of the ads:

• Our Ad in the A is ‘Countdown to October 1’ by the Advertising Association for our LHF Industry Agreement awareness campaign with ISBA, IPA, and IAB.
• Sure celebrated the Women’s Euros win with a front page takeover on the Metro by VML labelled ‘Roar loud, sweat proud’.
• Spotify promotes the audiobooks available on its platform by illustrating that people can ‘Read like you listen’.
• Kimberly Walsh promotes her new shade of paint in Wickes in the social campaign ‘Blush Rose’ by St Luke’s.
• VCCP’s ‘Nothing Beats Near’ emphasise the response time of Green Flag by featuring a humorous film named ‘The Misadventures of Simon’.

A key date for your diary:

• Save the date for LEAD 2026! Whilst celebrating our 100th birthday next year, LEAD 2026 will be taking place on 5 February 2026 at the QEII Centre in Westminster. You can expect a stellar lineup of political and advertising leaders as well as the opportunity to network with 400+ senior level professionals.
• The final deadline is approaching for the Campaign Ad Net Zero Awards!The awards aim to celebrate the industry’s very best examples of work in support of sustainable behaviours and better business outcomes. Submit your entries by 7 August here.

And finally, they only went and did it. Huge congrats to the Lionesses for bringing the trophy home again. Members of our team found time to join the celebrations on The Mall earlier this week, and it has been brilliant to see the many creative ways that brands supporting the team have celebrated this achievement. The momentum behind women’s sports continues to build and it’s great to see advertising playing a positive supporting role.