Navigating the LHF ad ban

With new LHF advertising restrictions in affect from 1 October 1 2025, it’s important for every UK advertising professional involved in food and drink campaigns to understand the changes

Resources

To help members adapt to the new LHF advertising restrictions from 1 October 2025, we have pulled together key resources, including regulatory guidance and FAQs all in one place

Audience at IAB Debrief 2024

Less healthy food and drink ad ban: What it is & how it works

Get up to speed on the restrictions with our explainer, outlining what’s changing, who’s affected and the key dates to know

IAB UK members chatting at networking event

Government confirms brands ads’ exemption from LHF ad ban

The Government has confirmed that brand ads will be explicitly exempt from the LHF ad ban – here’s what that means for members and why we’re urging voluntary compliance from 1 October 2025

Audience at IAB UK Engage 2025

CAP issues updated LHF guidance for consultation

CAP has issued updated draft guidance with key changes on brand advertising and members are encouraged to review and respond before 9 October 2025

IAB UK members chatting at The Last Thursday Club

LHF ad ban guidance for TV+ platforms

We’ve created a short guide to help TV+ companies understand whether they need to adhere to the online or broadcast rules

Member examples of adapting to restrictions

See how IAB UK members have adapted to wider regulatory shifts. These examples aren’t linked to LHF rules specifically, but showcase how these channels can help brands stay resilient and reach audiences in other contexts

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VIOOH x Don Julio

VIOOH showcases how programmatic DOOH can blend real-time data with dynamic creative to help Don Julio drive impact in Duty Free

Fast forward to 2030 with Futurescape

An in-depth exploration of the attitudes, innovations and media shifts that will shape the years ahead and redefine how we advertise by the turn of the decade