What’s Going On with the UK LHF Ad Ban?
- alanjohnarmstrong
- Jun 30
- 2 min read
Alright, here’s the deal: starting October 2025, brands that sell foods high in fat, sugar, or salt (HFSS) are getting majorly restricted when it comes to online advertising. If you’re pushing doughnuts, sugary drinks, or crisps, you’ll need to rethink how—and where—you show up online.
Brand-Building vs Product Push
Good news? You can still promote your brand—even if some of your products don’t fit the healthy profile. The key is keeping it “pure branding” (think no product shots, no close-ups of gooey cheese or chocolate drizzle). It’s about awareness, not appetite.
Where You Can’t Run Ads
The restrictions hit most of the usual digital spots—Google, Meta, delivery apps, display, and video. If your ad features an HFSS product or even suggests one, it’s likely to get blocked. This isn’t just a minor tweak; it’s a big shift for how food and drink brands market online.
It’s Not All Doom and Gloom
Here’s a curveball: audio is exempt. That means podcasts, radio, and even sonic branding are still in the clear. It could be the golden ticket for brands looking to stay relevant without falling foul of the new rules.
So What Should You Do?
Run a quick audit your existing digital ads and creatives
Focus on clean, brand-first messaging
Explore new channels like audio and experiential
Get expert advice—soon
And if in doubt? Join this event in Leeds hosted by Kitty and the team at Trapeze media and hear directly from the people who know this regulation inside out. It’s happening on Tuesday 9 July, and it’s the fastest way to get your head around what’s changing, what’s allowed, and what smart brands are doing next.
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