Lidl and Iceland junk food ads banned under new UK rules

The rules, which came into effect at the beginning of the year, are part of the Government's efforts to tackle childhood obesity by preventing ads for food and drink that are high in fat, salt, and sugar (HFSS) appearing on television between 5.30 am and 9 pm, and online at any time.

The new ban applies to products that fall within 13 categories considered to play the most significant role in childhood obesity, including soft drinks, chocolates and sweets, pizzas and ice creams, but also breakfast cereals and porridges, sweetened bread products, and main meals and sandwiches.

Products that fall into these categories are then also assessed as to whether they are “less healthy” based on a scoring tool that considers their nutrient levels and whether products are high in saturated fat, salt, or sugar.

Only products that meet both criteria are included in the restrictions.

The Advertising Standards Authority (ASA) said an Instagram post for Lidl Northern Ireland by influencer Emma Kearney featured the grocer’s cheese pretzel, which was not categorised as HFSS and therefore did not fall within the restrictions, and its Pain Suisse product, which was classified as both HFSS and a sweetened bread product and was therefore banned under the new rules.