UK's ASA bans Lidl and Iceland ads for foods high in fat, salt and sugar
Change
The UK’s Advertising Standards Authority banned Lidl and Iceland advertisements that promoted foods high in fat, salt and sugar after they ran on Instagram and on the Daily website, marking the first enforcement actions under the new UK online and TV junk-food marketing rules.
Why it matters
Paid online placements and influencer-paid posts that promote foods high in fat, salt and sugar are now excluded from available paid-ad channels at any time, and broadcasters face limits on showing such advertising before 9pm; publishers, agencies and promoters must treat those channels as non-viable for these products. Marketing strategies that rely on paid social, publisher sites or pre‑9pm broadcast slots are now constrained and require immediate compliance checks before campaign launch.
Implications
- — Brand marketing teams at UK supermarkets and packaged-food manufacturers must halt or remove paid online and pre-9pm broadcast promotions for products high in fat, salt and sugar immediately — continuing to run those campaigns will result in ad removal and ASA adjudications.
- — Media buying and advertising agencies placing UK campaigns must screen and block any creative or inventory that promotes foods high in fat, salt and sugar before campaign launch — campaigns that go live will be non-compliant and liable to be taken down and judged by the ASA.
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