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Lidl and Iceland ads are first banned under new UK junk food rules
TL;DR
Lidl and Iceland are the first companies to have ads banned under new UK junk food marketing rules. The Advertising Standards Authority enforced the ban on ads for high-fat, high-sugar items to combat childhood obesity.
Key points
- Lidl and Iceland are the first to have ads banned under new rules
- The Advertising Standards Authority is enforcing the ban
- Ads for high-fat, high-sugar foods are prohibited
- The ban aims to tackle rising childhood obesity
- The rules apply to TV ads before 9pm and online ads at any time
LidlIcelandAdvertising Standards Authority
Lidl and Iceland have become the first companies to have ads banned after the introduction of rules cracking down on the marketing of junk food in the UK.
The Advertising Standards Authority (ASA) has been policing the ban on ads featuring junk food on TV before 9pm, and in paid online advertising at any time of the day, since 5 January.
On Wednesday the ASA said ads from the two supermarkets that appeared on Instagram and the Daily Mail website had broken the new rules, which prohibit items deemed high in fat, salt and sugar (HFSS) from being promoted as part of the government’s effort to tackle rising childhood obesity.
Lidl Northern Ireland paid Emma Kearney, a popular beauty and lifestyle influencer known online as Baby Emzo, to create an Instagram post promoting the supermarket’s bakery products.
Lidl Northern Ireland paid the influencer Emma Kearney for an Instagram post promoting bakery products. Photograph: ASA
The video post included a tray of pain suisse, a French pastry filled with vanilla cream and chocolate chips, which a complainant to the ASA said was a “less healthy” food product that broke the UK rules.
Lidl said the ad was intended to be “brand-led” – under the new rules companies can run ads promoting their brands as long as they do not show an “identifiable” junk food product – but accepted that the ad did promote a banned individual product.
Iceland Foods ran a digital display and banner ad on the Daily Mail website promoting products including Swizzels Sweet Treats, Chupa Chups Laces, Choose Disco Stix and Haribo Elf Surprises.
Iceland’s ad on the Daily mail website promoted foods including Swizzels Sweet Treats. Photograph: ASA
Under the new advertising rules, and are classified as an HFSS product, or “less healthy” food, which cannot be advertised.
Q&A
What are the new UK junk food advertising rules?
The new rules prohibit ads for high-fat, high-sugar foods on TV before 9pm and in online advertising at any time.
Why were Lidl and Iceland's ads banned?
Their ads were banned for violating the new rules that restrict the promotion of junk food to address rising childhood obesity.
When did the UK junk food ad ban come into effect?
The ban on junk food advertising came into effect on January 5, 2025.
