ASA suspends consultation on rules for media restrictions on advertising of “less healthy” food and beverage products
UK
Jun 11, 2025
On 22 May 2025, Government issued a ministerial statement stating that it will introduce further legislation to explicitly exempt ‘brand advertising’ from the scope of the LHF restrictions. They also announced the intention to lay legislation to change the coming into force date of the restrictions to 5 January 2026 (this legislation was laid before Parliament on 3 June 2025).
Following Government’s ministerial statement signaling its intent to further legislate on aspects of the forthcoming restrictions on advertising of “less healthy” food and drink products, the Advertising Standards Authority (ASA), as designated frontline co-regulator, has asked the Committees of Advertising Practice (CAP) to place on hold its ongoing consultation on implementation rules and guidance. This is to allow for a proper assessment of the implications of Government’s decision, as further detail becomes available, and to determine how best to take the implementation process forward.
The ASA will continue to work with Ofcom and Government to understand the implications of developments, and keep stakeholders updated when more is known about the way forward.
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