Trade bodies will provide FAQs and online training for every UK advertising and marketing professional involved in Less Healthy Food (LHF) campaigns
A group of UK advertising’s trade bodies including the Advertising Association, ISBA, the IPA, IAB UK, has launched a comprehensive, cross-industry awareness campaign to help professionals working on Q4 campaigns understand the incoming Less Healthy Food (LHF) advertising restrictions. The campaign will signpost key resources including FAQs and online training to help the industry comply with the restrictions from Wednesday 1 October.
The campaign highlights an industry agreement with the government that from 1 October, ads for identifiable LHF products should not be shown before the watershed on Ofcom-licensed TV and Ofcom-regulated on-demand services, or as paid-for online advertisements at any time. This voluntary agreement enables the Government to clarify the law to ensure brand advertising remains exempt from the incoming legislation.
The awareness drive includes seasonal catchphrases to remember when planning festive ads such as ‘Don’t be on the Naughty List’ as well as ‘Don’t get Tricked when showing Treats’ for Halloween campaigns. It aims to encourage widespread awareness for advertisers, agency creatives and planners, media owner sales teams, influencer marketing agencies, and FMCG leads at tech companies.
Stephen Woodford, CEO, Advertising Association said: “The October 1 deadline for LHF advertising restrictions is fast approaching and it is imperative that our industry is fully informed.
“This campaign is a collaborative effort to help everyone working in our industry – from advertiser to agency; media owner to tech company – understand what is being asked of them. It is a vital part of demonstrating the industry’s commitment to responsible advertising, while enabling advertisers to continue advertising their brands through an exemption promised by the Government during the legislative process.”
For anyone working in advertising, a one-page explainer is available on the Advertising Association’s resource hub here. An additional webinar will be held for anyone in the industry to have their questions answered by policy experts, to be held at 11am–12.30pm on 10 September. Registrations can be made here.
This will be followed by private drop-in sessions from 12-12:30pm for anyone who has a question that is commercially sensitive. These will be only 5 minutes long and there will be 2 places per slot. Please register here for one of the closed Q&A sessions.
In addition, for members of trade bodies, a more detailed FAQ is available on request along with an online training video. Further resources will roll out over the next two months across trade body websites, newsletters and social media channels.
Please visit the Advertising Association’s website for further information about the restrictions. If you have any policy queries, please get in touch with [email protected].
