The highly anticipated ASA guidance on the advertising of less healthy food and drink products (Guidance) was published on 5 December 2025. This follows the ASA’s autumn 2025 consultation on the implementation of the less healthy food and drink advertising restrictions, and in particular how this would affect brand advertising.
Legal Context for the Guidance
From 5 January 2026, the Less Healthy Food Definitions and Exemptions Regulations 2024 will impose new restrictions banning ads for “identifiable” food and drinks that are high in fat, salt or sugar (HFSS) from being shown on Office of Communication (Ofcom)-regulated TV services, as well as Ofcom-regulated on-demand programme services between 5:30 a.m. and 9 p.m. in the UK, or at any time in online paid-for advertising.
