Navigating the 2025 Less Healthy Food and Drink advertising ban

Your brand’s opportunity in the new regulatory landscape

Non-Compliance with Advertising Standards Will Cost You

From October 2025, the rules change

  • TV advertising of Less Healthly Food and Drink (LHFD) products banned between 5:30AM-9PM
  • Total ban on paid online advertising of LHFD products at all times
  • Affecting major food categories including confectionery, soft drinks, ready meals, and more

In the fast-paced world of advertising, staying compliant is crucial for protecting your brand’s reputation and financial health. While rulings by the Advertising Standards Authority (ASA) may not seem severe due to the lack of direct fines, the reputational damage can be significant, and recent changes in UK consumer law enforcement have added a new layer of urgency for advertisers.

The new landscape of consumer law enforcement

The introduction of the Digital Markets, Competition and Consumer Act in 2024 has empowered the Competition and Markets Authority (CMA) to directly enforce consumer law through proceedings. This means that a challenge from the ASA on an advert or campaign could now trigger action by the CMA.
Since 6 April 2025, the CMA has been granted significant powers, including:

  • Issuing infringement notices
  • Imposing fines of up to 10% of global turnover or £300,000, whichever is higher
  • Enforcing commitments made by companies and fining those who breach these promises

These powers mean that non-compliance with advertising standards can now lead to substantial financial penalties, in addition to reputational damage.

THE SOLUTION: Prize Promotions

When traditional advertising channels close, prize promotions offer a compliant, effective alternative:

  • Maintain brand visibility through on-pack promotions and in-store POS
  • Capture valuable first-party data through engagement mechanics
  • Drive sales and brand loyalty without breaking new regulations
  • Engage directly with consumers on your owned channels

Why work with PromoVeritas on promotions

✔ Trusted advisor: Shaping global campaigns from the world’s biggest brands
✔ Compliance expertise: Navigate complex regulations with confidence
✔ Proven track record: 20+ years helping brands run successful prize promotions
✔ Wrap-around services: From promotion concept and legal compliance to independent winner selection and prize fulfilment
✔ Risk mitigation: Avoid costly mistakes and regulatory penalties

Take action now

Brands that prepare today will thrive tomorrow. Contact PromoVeritas to book your less healthy food and drink strategy session and transform advertising restrictions into your competitive advantage.