The ASA has upheld complaints against Kit & Kin’s green marketing for its nappy and wipes range, finding that “eco”, “sustainable” and “biodegradable” claims were absolute, unsubstantiated and gave a misleading impression of the products’ environmental impact.
CAP publishes an article explaining the ASA’s remit in relation to cross-border ads.
CAP publishes guidance note highlighting that ads marketing alcohol alternatives must display the ABV prominently
The ASA publishes final guidance on the UK restrictions on the advertising of “less healthy” food and drink products on TV and the total ban on paid-for advertising of such products online, which came into effect on 5 January 2026.
This article explores key topics likely to shape 2026 regulatory agenda in the advertising and marketing industry in both the UK and the EU.
The government makes the Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025, which provide clarity on the “brand advertising” exemption to new HFSS TV and online ad restrictions.
CAP reiterates that health claims for foods are only permitted if they are authorised, with recent ASA rulings underscoring the point.
The government has published its consultation on regulations to exempt brand advertising from restrictions on ads for less healthy food and drink on TV and online and the ASA has asked CAP to pause its current consultation on the implementation rules and guidance. Additionally, the ASA has announced that it will not enforce the new rules until 5 January 2026. Gregory Barton and Anna Matsiienko report.
The ASA’s latest report sheds light on public concerns about advertising, focusing on context, portrayal and misleadingness. Alex Lowe reports.
The ASA and CAP’s 2024 annual report highlights significant enhancements in ad monitoring using AI. Millie Bird reports.
The minister for public health, Ashley Dalton MP, confirms the government’s view that pure brand advertising is not in scope of the incoming advertising restrictions on less healthy foods, Gregory Barton reports.
