Final guidance published: LHF advertising restrictions to take effect 5th January
To support members in understanding what is and isn’t permitted, we have produced a practical overview of the rules, including how the brand exemption works and what advertisers should consider when planning campaigns. This is an update on our previous guidance, reflecting the rules as published 4 Dec 2025.
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
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
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
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CAP has issued updated draft guidance with key changes on brand advertising and members are encouraged to review and respond before 9 October 2025
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
HFSS & Less Healthy Food Checker
Trapeze Media have developed a tool to help businesses identify which products may be in scope of the LHF restrictions. Trapeze Media supports hospitality groups to run compliant online ad campaigns online.
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
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
Sprite x NGM
In partnership with Sprite, Next-Gen Media demonstrates how cutting edge, data driven out of home activations can ignite genuine connections and deliver measurable impact with today’s Gen Z audience