Lidl and Iceland Ads Banned Under New UK Junk Food Rules
Lidl and Iceland have become the first retailers to have advertisements banned under the UK's new strict regulations on junk food marketing. The Advertising Standards Authority (ASA) ruled that ads from both supermarkets violated bans on promoting products high in fat, salt, and sugar (HFSS). Lidl Northern Ireland commissioned an Instagram post by influencer Emma Kearney featuring pain suisse pastries, which the ASA deemed a prohibited HFSS product despite Lidl's claim that it was a brand-led advertisement. Meanwhile, Iceland Foods ran digital banner ads on the Daily Mail website promoting various sweets, including Haribo and Chupa Chups, which are classified as less healthy under the new nutrient profiling model. Iceland admitted to data gaps regarding supplier nutritional information but stated it is implementing monthly checks to prevent future violations. These rules, enforced since January 5, prohibit HFSS advertising on TV before 9 pm and in paid online spaces at any time. The ASA upheld complaints against both companies, ordering them to ensure future digital marketing complies with the government's initiative to combat rising childhood obesity.
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Lidl and Iceland Ads Banned Under New UK Junk Food Rules
Lidl and Iceland have become the first retailers to have advertisements banned under the UK's new strict regulations on junk food marketing. The Advertising Standards Authority (ASA) ruled that ads from both supermarkets violated bans on promoting products high in fat, salt, and sugar (HFSS). Lidl Northern Ireland commissioned an Instagram post by influencer Emma Kearney featuring pain suisse pastries, which the ASA deemed a prohibited HFSS product despite Lidl's claim that it was a brand-led advertisement. Meanwhile, Iceland Foods ran digital banner ads on the Daily Mail website promoting various sweets, including Haribo and Chupa Chups, which are classified as less healthy under the new nutrient profiling model. Iceland admitted to data gaps regarding supplier nutritional information but stated it is implementing monthly checks to prevent future violations. These rules, enforced since January 5, prohibit HFSS advertising on TV before 9 pm and in paid online spaces at any time. The ASA upheld complaints against both companies, ordering them to ensure future digital marketing complies with the government's initiative to combat rising childhood obesity.
The Guardian