New CAP Guidance on Less Healthy Food Advertising

The ASA has today published its final guidance for industry on the new rules around Less Healthy Foods (LHF) advertising.

This is available to download here and explains how the ASA will assess whether adverts are for “identifiable” LHF products once they take on legal responsibility for enforcement of the rules from 5 January 2026. A webinar, featuring speakers from the ASA, is also available for AA and Front Foot members to watch back here.

In response, our CEO, Stephen Woodford, said:
“We are pleased to see the release of the CAP guidance for Less Healthy Food advertising restrictions today, which will steer advertisers from 5 January onwards. We have seen high compliance to the voluntary Industry Agreement from brands and advertisers in the countdown to Christmas. As this voluntary period comes to an end and the rules become enforced by law, we strongly encourage the industry to familiarise itself with the new guidance in advance of 5 January 2026.”

In the meantime, the Industry Agreement period that has been running since 1 October stands until 5 January 2026.