UK trade bodies team up for awareness campaign ahead of LHF ad ban

The comprehensive, cross-industry campaign is aimed at raising awareness of the Industry Agreement with the Government that - from 1 October 2025 - ads for identifiable LHF products should not be shown as paid-for online ads at any time, or before the 9pm watershed on Ofcom-licensed TV and Ofcom-regulated on-demand services. This voluntary agreement enables the Government to clarify the law to ensure brand advertising remains exempt from the incoming legislation when it is introduced on 5 January 2026.

The campaign, which launches today, signposts key resources - including FAQs and webinar training - to help the industry comply with the restrictions from 1 October 2025. The awareness drive includes seasonal catchphrases such as festive-themed  ‘Don’t be on the Naughty List’ as well as ‘Don’t get tricked’ for Halloween ads. The aim is to encourage widespread awareness for advertisers, agency creatives and planners, media owner sales teams, influencer marketing agencies, and FMCG leads at tech companies.

IAB UK members can log in to access a range of guidance and resources to help them comply with the restrictions from 1 October at the bottom of this article. This includes information on products in scope and comprehensive FAQs

“It’s essential that there is a concerted cross-industry effort to ensure that advertisers are aware of the LHF industry agreement and prepared for the restrictions as we approach 1 October,” explains  Sinead Coogan-Jobes, Head of Policy & Public Affairs at IAB UK.

“Suppliers and partners across the online advertising supply chain have an important role to play to ensure advertisers know how to comply and adapt their clients’ strategies accordingly to avoid LHF product ads appearing online. We will be continuing to equip our members with resources over the next few months and encourage every business that will be impacted by the ban to draw on the webinars, FAQs and guides available. The Government listened to our industry’s case regarding brand advertising. It’s now for us - as an industry - to show that decision was the right one by upholding the agreement in good faith from 1 October.”

Stephen Woodford, CEO of the Advertising Association, describes the campaign as “a collaborative effort to help everyone working in our industry – from advertiser to agency; media owner to tech company – understand what is being asked of them”. Meanwhile, ISBA’s Director of Public Affairs, Rob Newman, says: “In every conversation we’ve had with our members, ISBA has heard how advertisers are committed to adhering to the agreement. We’ll continue to provide advice and support so that advertisers can run compliant ads, and have clarity on content as we head into Q4.” 

Regarding the 1 October specifically, The IPA’s Richard Lindsay, Director of Legal & Public Affairs, says “it is vital that [businesses] continue to treat that date as set in stone, hence this joint industry initiative”. 

Other organisations supporting the campaign include The Alliance of Independent Agencies, the Influencer Marketing Trade Body, and the PPA. 

IAB UK members can log in to access resources.