Isba, the Ad Association and the IAB UK are all pushing back on the latest amendments, which would prohibit brand and product marketing on TV.
The Advertising Standards Authority (ASA) has proposed an amendment to the government-mandated ad ban on less healthy food (LHF) products). If this latest update to the regulation is approved, companies selling less healthy food and drinks will no longer be able to advertise at all on UK television between 5:30am and 9pm.
The regulator, through its Cap codes, previously said brand advertising would be excluded and only product ads would be banned. After further consultation and legal advice, however, it has decided to overturn the exemption. The legislation is planned to come into force in October 2025 and will be jointly implemented by Ofcom and the ASA.
Trade bodies that had advocated for the exclusion of brand marketing to be written into law and that were assured that it would be …