New rules on ads for “less healthy” food and drink products

Dec 13th '23

The Committee of Advertising Practice (CAP) is issuing a consultation on the implementation of new rules further limiting food and drink advertising to children on TV, and in on-demand programme services (ODPS) and paid online ad media.


In 2022, the UK Government introduced legislation mandating additional restrictions on ads for “less healthy” food and drink products aiming to further mitigate the potential impact of advertising on children’s dietary choices. Ofcom is the statutory body responsible for the new restrictions and the Advertising Standards Authority (ASA) has been appointed as the frontline regulator. Rules reflecting the new restrictions will be incorporated into the UK Advertising Codes.


The new less healthy product rules will come into effect from October 2025. They will prohibit ads for identifiable less healthy products from being included in Ofcom-regulated TV services and ODPS between 5:30am and 9:00pm, and from being placed in paid-for space in online media at any time. Less healthy products are a subset of products classified as high fat, salt or sugar (“HFSS”), which have been subject to dedicated restrictions in the UK Advertising Codes since 2007. The less healthy product rules will form a new tier of rules in addition to CAP and BCAP’s (Broadcast Committee of Advertising Practice) existing HFSS rules.


This consultation covers three areas that support the implementation of the new restrictions:


  • guidance to accompany the new rules to enable advertisers, media owners and practitioners to apply them;
  • transposition of the legislation into new UK Advertising Code rules for each of the restrictions; and
  • technical updates to the existing rules to ensure interoperability of the less healthy product rules with the existing rules on HFSS advertising.


The consultation does not cover the underlying policy basis for the new restrictions, or the provisions already established by legislation. These were addressed through the extensive process of consultation undertaken by Government up to 2021.


The consultation is open to all stakeholders including members of the public and will run for 8 weeks closing on 7 February 2024 at 5:00pm.


See the consultation page.


Source: CAP


Need A Regulatory Marketing Compliance Consultant? A Bit More About Us


About us

LS Consultancy are experts in Marketing and Compliance. We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.


We also work with a range of firms to assist with improving their documents, processes and systems to mitigate risk.


Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.


Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.


Explore our full range today.


Contact us


Why Not Download our FREE Brochures! Click here.


Call Us Today on 020 8087 2377 or send us an email.



Connect with us via social media and drop us a message from there. We’d love to hear from you and discuss how we can help.


Facebook | Instagram | LinkedIn | X (formally Twitter) | YouTube


Contact us