IPA comment on Government Announcement on LHF ads

“We are grateful to the Government for this announcement which simply clarifies what has always been their (and the previous Government’s) stated policy and will cement that policy into law: that while advertising for identifiable less healthy food products will be in scope of the new restrictions, ads for brands which do not identify those products will not.

Agencies want to deliver outstanding, creative advertising for their clients and the public, but they need clear guidelines to understand the boundaries within which they can operate. We very much hope that, following this announcement, the guidance due to be published for industry by the ASA will provide that much-needed additional clarity.

Meanwhile, agencies have been working with their clients to do their best to abide by the restrictions from 1 October this year anyway and will want to continue to do so, even though the implementation date has had to be extended to accommodate this development.”

The IPA, alongside other organisations representing advertisers, broadcasters and online, has signed a voluntary and unilateral commitment to enable the Government to deliver the upcoming law on Less Healthy Food advertising.