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With new Less Healthy Food (LHF) advertising restrictions coming in on October 1, it’s important for every professional involved in LHF campaigns to understand these changes.
To help you prepare, industry trade bodies have developed this central hub to highlight the Industry Agreement which we have voluntarily signed to allow the Government to clarify the law to ensure brand advertising remains exempt from the incoming legislation.
This includes understanding that, from October 1, ads for identifiable LHF products should not be shown on Ofcom-licensed TV and Ofcom-regulated on-demand services before the watershed, nor as paid-for online advertisements at any time.
For everyone in the industry, this hub provides free access to key support materials:
In addition, Front Foot members can access a online training video, FAQ, and full guidance document of products in scope here.
These resources are also available directly from your trade body if you are a member of IPA, ISBA, IAB, AIA, IMTB or PPA.
If you are unable to find answers via the online training, anyone in the industry will be able to ask their questions via additional webinar sessions. These will take place at:
If you’re running food and drink campaigns in Q4, do take the time to ensure you’re fully prepared!
Members should be aware that the rules may change over time and without warning and that the information here is intended as a guide only. It does not constitute official or legal advice from the Advertising Association.
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