IAB UK responds to CAP’s consultation on ‘less healthy food & drink’

Posted on Friday 09 February 2024 | IAB UK

Read our consultation response on draft guidance to support the implementation of online restrictions on ads for ‘less healthy food and drink'


In 2022, the Government introduced legislation to prohibit online ads for certain types of food and drink products that are defined in law as “less healthy food and drink” - a subset of products that fall within the high fat, salt or sugar (HFSS) category. The ad ban is due to come into force in October 2025.

Ofcom and the Advertising Standards Authority (ASA) are co-regulators for advertising falling within the scope of the ban, with the ASA acting as the frontline regulator. In December 2023, CAP, the body that writes the rules that the ASA enforces, opened a public consultation on the new rules. You can find more detail on this here.

The consultation closed on Wednesday 7 February 2024 and we have submitted a response on behalf of our members – find this below.

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IAB UK

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