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Less Healthy Food Ads Banned: Supermarkets Face New Rules
15 Apr
Summary
- New rules target high-fat, salt, and sugar food and drink ads.
- Lidl and Iceland ads are the first to be banned under these rules.
- Restrictions apply to TV between 5:30 am and 9 pm, and online always.
New regulations targeting 'less healthy' food and drink advertisements have resulted in the first-ever bans for supermarkets Lidl and Iceland. These rules, implemented at the beginning of the year, are part of a government initiative to combat childhood obesity.
The restrictions prevent advertisements for foods high in fat, salt, and sugar (HFSS) from airing on television between 5:30 am and 9 pm, and prohibit them online at all times.
An influencer's Instagram post for Lidl Northern Ireland was found to violate the rules due to a 'Pain Suisse' product. Separately, Iceland had two ads flagged for featuring HFSS items, although some products in their ads were cleared.
The Advertising Standards Authority (ASA) is actively monitoring and enforcing these regulations. ASA chief executive Guy Parker stated that these initial rulings are crucial for clarifying how the rules are applied in practice, with proactive monitoring being a key enforcement strategy.
