UK's Advertising Standards Authority bans Lidl and Iceland HFSS ads
Marketing teams at UK supermarkets must stop paid HFSS online placements
Change
UK's Advertising Standards Authority (ASA) banned Lidl and Iceland paid online advertisements promoting products high in fat, salt and sugar on Instagram and the Daily website under the post-5 January paid-online HFSS advertising prohibition.
Why it matters
Paid online promotion of products judged high in fat, salt and sugar is disallowed across paid social channels and website placements at any time. Paid influencer content and branded creative that identify HFSS products are within scope and can attract ASA rulings requiring removal.
Implications
- — Marketing teams at UK supermarkets — must pause and withdraw any live paid social or online product promotions that feature items high in fat, salt and sugar immediately — continued live placements risk ASA removal and formal rulings.
- — Media-buying teams at UK advertising agencies — must block HFSS product creatives at campaign-planning and trafficking stages now — buys placed without clearance risk media cancellations and enforced takedowns.
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