LHF restrictions round-up: How each media channel is impacted

Legislation restricting less healthy foods (LHF) advertising came into effect under voluntary compliance on the 1 October, with the legal deadline taking effect from 5 January 2026.

Radio is entirely out of scope, whereas digital audio and podcasts, while within the scope, were explicitly exempted within the legislation.

TV and streaming services LHF ads are banned from before the 9pm watershed. Additionally, all paid online advertising is banned, regardless of time.

Read on to see how each of the channels have been affected:

Publishing

Publishers have and will continue to need to shift focus onto brand-only advertisements, with the “Countdown to October 1” campaign from the Advertising Association, Isba, the IPA and IAB UK, confirming brand advertising was outside the scope of the ban.

However, in the face of limited options, reflections from industry insiders suggests LHF brands are seeking opportunities through publishing.

Cath Waller, Professional Publisher Association (PPA) Magnetic chair, MD advertising Immediate, said: “The LHF restrictions are actually creating new opportunities for print titles in our sector, where scaled reach and high engagement continue to deliver real impact for advertisers.

“Iconic festive issues of trusted editorial brands such as Radio Times, TV Times, Stylist and Good Housekeeping are proving especially powerful environments for in-scope products.”

LHF restrictions: How publishing is adapting

Cinema

Cinema remains out of the scope of the ban and an LHF product can still be advertised with feature films that achieve a national audience profile of 25% or less under-16s.

These films are confirmed by the CAA (Cinema Advertising Association) using comparative film audience data, and its updated every two months.

Despite this, the CAA, which self-regulates cinema advertising, introduced a measure on 1 October to mandate that LHF brands will be limited to 40% of the cinema advertising reel, which matches the existing limit in place for alcohol advertising.

Cinema offers a compliant, high-attention and high-impact space for LHF brands, with no-time-of-day restrictions for this medium, and aside from restricted films, brand and product advertising is still allowed.

However, to ensure cinema remains an accountable channel that prioritises its audience, a balanced, self-regulatory approach has been and will continue to be taken.

Davina Barker, sales director at Digital Cinema Media, said: “Self-regulation is key to protecting our audience and maintaining trust.”

LHF restrictions: How cinema is adapting

TV

For TV, LHF brands are banned from showing product ads before the watershed (between 5:30am and 9:00pm), including ODPS and IPTV channels regulated by Ofcom.

For LHF brands that typically rely on TV, this has required a shift in storytelling approach and a greater focus on brand-led advertising in ads shown before 9pm.

The Media Leader understands that part of the reason for the harsher restrictions for TV, VOD and platforms such as YouTube is related to the way these channels target children. The changes are driven by the Government’s stated aim to tackle child obesity.

Despite industry expectations of increased demand for post-9pm watershed slots for those LHF brands wanting to showcase products, early indications suggest this surge in demand has not materialised.

LHF restrictions: How TV is adapting

OOH

OOH has voluntarily restricted advertising for products high in sugar, fat or salt (HFSS) for almost a decade, so is exempt from the legislation and digital OOH (DOOH) is also untouched by LHF guidelines.

In light of this, the new restrictions could present an opportunity for the medium, which is already well-versed in managing campaigns around LHF.

With many brands losing primetime TV availability and online channels facing a total ban, OOH could step up.

As Luke Willbourn, Talon’s UK managing director, said: “It [OOH] delivers the mass reach and impact traditionally associated with TV, while also offering the agility, targeting and contextual messaging they’ve relied on from digital.”

Meanwhile, DOOH presents an opportunity for brands to deliver responsible campaigns and achieve reach akin to TV, with programmatic DOOH able to help them target their messaging.

LHF restrictions: How the OOH industry is preparing

Audio

Radio is out of scope of the legislation and for digital audio and podcasts, while within the scope, have been explicitly exempted from this legislation.

However, it is not clear if video podcasts published on digital channels fall within scope, meaning brands utilising multimedia output for their LHF campaigns may be disallowed.

Brand advertising, meanwhile, is still allowed, provided no LHF products are shown.

With audio being the only major channel untouched by the upcoming restrictions, its place within the media plan will have seen a shift.

Adelicious and Acast have reflected on this change, highlighting increased shifts in increased demand for inventory.

However, similar to Cinema, a balanced approach has been taken and will need to be continually considered to ensure audio doesn’t become influxed with LHF brands no longer using TV and online channels. This may lead to linear radio and audio becoming included within the ban in the future.

LHF restrictions: How the audio industry is preparing