UK's ASA bans Lidl and Iceland HFSS ads
Brand marketing teams at UK supermarkets cannot run paid HFSS ads online
Change
UK's Advertising Standards Authority (ASA) upheld bans on paid online advertisements by Lidl Northern Ireland and Iceland for promoting items high in fat, salt and sugar after the posts appeared on Instagram and a national news website.
Why it matters
Paid online placements for products classified as high in fat, salt or sugar (HFSS) are prohibited at any time under the UK rules; paid influencer posts are included. Non-compliant paid creative can be ordered removed and trigger formal ASA rulings, creating a pre-clearance requirement for paid campaigns.
Implications
- — Brand marketing teams at UK supermarkets — must immediately halt any active paid online campaigns that feature identifiable HFSS products — continued runs will be subject to removal orders and formal ASA rulings.
- — Media-buying teams at advertising agencies — must implement pre-bid and placement filters now to exclude paid buys for identified HFSS products — buys that execute without filters risk enforced takedowns and complaint-led rulings.
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Source
The Guardian
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