ASA issues final guidance on less healthy food and drink advertising restrictions
TMT analysis: From the 5 January 2026, ads for ‘identifiable’ less healthy food and drink products will be banned from appearing on television between 5.30 am and 9.00 pm, on on-demand programme services between 5.30 am and 9.00 pm, and in paid online media at any time. Alongside exemptions for SME’s and media outside scope (such as radio, press and posters), the regime creates a safe harbour for ‘brand advertisements’. Brinsley Dresden, Rebecca Moore, and Helen Hart of Lewis Silkin consider the issues.