LHF ad ban guidance for TV+ platforms
Posted on Monday 18 August 2025 | IAB UK
With the ad industry committed to comply with the ‘Less Healthy Food & Drink’ ad ban from 1 October 2025, we’ve created a short guide to help TV+ companies understand whether they need to adhere to the online or broadcast rules
From 1 October 2025, the ad industry has committed to comply with the UK Government’s restrictions on advertising for ‘less healthy food and drink’ (LHF) products, before the ban comes into statutory effect on 5 January 2026. This is to give the Government time to introduce an exemption for brand advertising, meaning that the ban will apply specifically to product-based ads.
The ban will apply to all product-based online ads that feature LHF food or drink (at any time) and all product-based broadcast TV ads that feature LHF food or drink before 9pm. To help TV+ platforms understand how these rules apply to them, we’ve outlined the differences between the broadcast and online restrictions in a short guide, as well as who is responsible for compliance.
The guide also provides practical steps to prepare your channels and ensure your ads are compliant.
Find out more about the LHF ad ban here.
Related content
The Gold Standard and TV+ : our big bets for the future
Learn more
NPM Consultation
Learn more
Video’s £9.3bn surge shows why TV+ is entering a new growth phase
Learn more
The glass wall: why CTV transparency is the next frontier for advertising intelligence
Learn more
Fast forward to 2030 with Futurescape: New chapters, fresh insights
Explore the latest thinking on the attitudes, innovations and media shifts set to reshape advertising by the end of the decade