Advertisements for “identifiable” less healthy food and drink products are now banned - including via influencer marketing

Advertisements for “identifiable” less healthy food and drink products are now banned from appearing:

• on television between 5:30am and 9:00pm 
• in on-demand programme services between 5:30am and 9:00pm  
• in paid online media at any time including creator marketing

Advertisers must ensure that their ads comply with the new rules. This applies to all new ads and existing ads appearing on or after today, 5 January 2026.

The LHF brand exemption has now become law, which means that brand advertising is exempt from the ban, provided it does not feature depictions of specific less-healthy products.

Between 1st October 2025 and 4th January 2026 inclusive the ad industry had been operating under a voluntary agreement struck with the Government. 

IMTB members can find guidance and answers to frequently asked questions on a dedicated resource page.