Lidl and Iceland First UK Retailers Hit by HFSS Ad Bans

Supermarkets Lidl and Iceland have become the first retailers in the United Kingdom to face advertising bans under new regulations targeting promotions of foods high in fat, salt, and sugar, as ruled by the Advertising Standards Authority on Wednesday.

The restrictions, which took effect on January 1, form part of the government's strategy to combat childhood obesity. They prohibit advertisements for high fat, salt, and sugar (HFSS) products on television from 5:30 a.m. to 9 p.m. and in paid online spaces at any time. The rules apply to items in 13 categories linked to obesity risks, such as soft drinks, chocolates, sweets, pizzas, ice creams, breakfast cereals, sweetened breads, and ready meals. Products in these groups undergo further evaluation using a nutrient profiling model that assesses levels of saturated fat, salt, sugar, and other factors. Only those failing the model and fitting the categories are restricted.

In the Lidl case, the ASA upheld a complaint against an Instagram video post created by influencer Emma Kearney, known online as Baby Emzo, for Lidl Northern Ireland. The post promoted bakery items, including a cheese pretzel, which did not qualify as HFSS, and a...