Less Healthy Products Guidance

The Advertising Standards Authority (ASA) has published guidance on the new ASA and Committees of Advertising Practice (CAP) rules on the advertising of less healthy products.

The article explains how the new rules operate across television, on‑demand programme services and paid‑for online advertising, and highlights key areas of guidance including product classification, SME exemptions, media scope and the brand advertising exemption. It also provides early insight into how the ASA is applying the “identifiability” test in practice, based on the first decisions published in April 2026, underlining that assessments will be made on a case‑by‑case basis.

The ASA emphasises that, given the limited precedent so far, advertisers should carefully review the published Guidance and secondary advice resources to assess whether their ads are likely to fall within scope of the restrictions. It also reminds marketers that existing HFSS rules continue to apply where the new less healthy product restrictions do not.

If you need advice on how the new rules on less healthy products affect your advertising or marketing activity, please contact the Regulatory Team.