CAP issues updated LHF guidance for consultation

Following the government’s consultation on the LHF brand exemption and the laying of final regulations before Parliament, the Committee of Advertising Practice (CAP) has issued updated draft guidance for advertisers on the ‘less healthy’ food and drink advertising restrictions. The draft guidance has now been issued for consultation and closes on 9th October 2025. 

IAB UK encourages all members to review the guidance and submit a response. IAB UK will also be responding to the consultation. Once the consultation period has ended, CAP will consider the responses and make any necessary revisions before publishing final guidance. This final guidance will be available to all advertisers ahead of the statutory LHF advertising restrictions coming into force on 5th January 2026. 

What’s new in this draft? 

The latest version of the guidance includes changes throughout to streamline and clarify language. The most significant update relates to the section on brand advertising, which has been revised to reflect the terms of the brand exemption. 

Next steps 

We’ll be running a webinar for members on 23rd September at 10am to walk through the draft guidance and answer initial questions. 

If you would like to discuss the consultation in more detail, please contact our policy team at [email protected].