IAB UK’s response to Ofcom’s ‘Less Healthy Food & Drink’ consultation

Posted on: Wednesday 26 April 2023 | IAB UK

Find out more about the consultation and download our full response

In 2022, the Health and Care Act introduced new restrictions for online advertising of less healthy food and drink (LHFD) products. The restrictions will come into force in 2025 and the Act gives Ofcom overall responsibility for regulating online advertising for LHFD products. However, it also gives Ofcom the power to designate a co-regulator.

Ofcom opened a two month industry consultation in February, proposing that the Advertising Standards Authority (ASA) is designated as co-regulator, with day-to-day responsibility for regulating online LHFD ads. In our response, which you can download in full below, we state our full support for this approach. 

Please note: LHFD products are a subset of high fat, sat and sugar (HFSS)  advertising. The online ad ban referenced above will only apply to products defined as LHFD in legislation. HFSS advertising that is not caught by the ban will remain within the existing CAP/ASA remit and rules that cover HFSS ads.

Written by



Related content

Government publishes Gambling white paper

The white paper sets out the Government’s direction of travel for regulatory reform regarding gambling advertising, confirming that online gambling ads...

Learn more

DMCC Bill introduced to Parliament

The Digital Markets Competition and Consumers (DMCC) Bill has been introduced to Parliament, setting out competition provisions targeted at large firms...

Learn more
IAB UK member in discussion at event

IAB UK’s response to ICO’s consultation on its draft impact assessment framework

Our consultation response addresses the Information Commissioners Office’s (ICO) approach to routinely conduct impact assessments when considering new...

Learn more
Person attending an IAB event

IAB UK response to Scottish Government’s consultation on alcohol advertising in Scotland

Read our response to the Scottish Government’s consultation on outlined proposals to restrict alcohol advertising and promotion in Scotland

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.