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.
All Articles in health
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.
ASA holds online pharmacies accountable for customer-shared referral codes
The ASA holds online pharmacies responsible for customers’ social media posts sharing weight-loss medication referral codes.
Not a five-star performance: ZING Toothpaste's misleading review ratings
The ASA found that ZING Toothpaste’s ads were misleading because they displayed five-star ratings and review counts that closely mimicked Trustpilot’s format but were not supported by the company’s actual Trustpilot profile.
Cross-border ads: CAP explains ASA's remit
CAP publishes an article explaining the ASA’s remit in relation to cross-border ads.
ASA bans weight-loss medication ads for breaching prescription medicine rules
The ASA has ruled against three advertisers for promoting prescription-only medicines (POMs) advertising weight-loss medications, finding some also irresponsible for exploiting consumers’ insecurities around body image.
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.
Claims made for LED facemasks scrutinised by the ASA
The ASA has issued four beauty-related rulings as part of its wider work on LED facemasks for skincar
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.
Subscription transparency: ASA says 12 months commitment needs prominence
The ASA finds that a marketer had to inform consumers that a subscription was subject to a fixed term of 12 months at the start of their purchasing journey rather than just at the checkout.
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.
