Final guidance published: LHF advertising restrictions to take effect 5 January

The final CAP guidance on the upcoming restrictions for less-healthy food and drink (LHF) advertising has now been published, confirming how the rules will operate when they come into force on 5th January 2026, the date on which ASA assumes legal responsibility for enforcement.

Under the new framework, LHF product advertising will be restricted online at all times, and on TV and on-demand services before 9pm. The LHF brand exemption has now become law, which means that brand advertising is exempt from the ban, provided it does not feature depictions of specific less-healthy products.

To support members in understanding what is and isn’t permitted, IAB UK has 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 today.  

Read the IAB UK Guidance

Advertisers are encouraged to review the CAP guidance now to ensure they are fully compliant ahead of 5 January