The Pizza Company serves up a misleading prize promotion
The ASA ruled against The Pizza Company because its promotional packaging misled consumers into believing all products were eligible for a prize draw.
All Articles in Food
New exceptions explained in ICO final guidance on storage and access technologies: could online advertising be next?
The ICO has published final guidance on storage and access technologies under PECR, incorporating new sections on the exceptions for statistical purposes, appearance and emergency assistance introduced by the Data (Use and Access) Act 2025, and provided an update on its online tracking strategy.
ASA’s claws come out for Untamed cat food ad
The ASA upheld complaints against Untamed Cat Food’s ad, ruling that claims about competitor meat content in cat food and cats’ nutritional needs were misleading and insufficiently substantiated.
First taste: ASA's first rulings on 'less healthy' food and drink advertising restrictions
The ASA issues its first rulings clarifying the scope of the “less healthy” food advertising restrictions.
Greenwashing nappies: baby care company falls short on environmental claims
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.
Cross-border ads: CAP explains ASA's remit
CAP publishes an article explaining the ASA’s remit in relation to cross-border ads.
Zero tolerance: CAP reminds alcohol-free brands of their ad responsibilities
CAP publishes guidance note highlighting that ads marketing alcohol alternatives must display the ABV prominently
UK LHF advertising restrictions in force; identifiability and brand exemption guidance published
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.
Advertising and marketing in 2026: what businesses might expect in the UK and EU
This article explores key topics likely to shape 2026 regulatory agenda in the advertising and marketing industry in both the UK and the EU.
HFSS advertising restrictions: brand exemption regulations made and government response published
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.
Cut the waffle: no unauthorised food health claims and no HCP endorsements
CAP reiterates that health claims for foods are only permitted if they are authorised, with recent ASA rulings underscoring the point.
HFSS advertising restrictions: ASA pauses consultation and government consults on regulations to exempt 'brand advertising'
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.
