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.
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.
IAB UK publishes a report exploring advertising and marketing trends in the lead up to 2030 and beyond. Louisa Morrison and Anna Matsiienko report.
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.
CAP and BCAP codes have been amended following the UCPs provisions in the DMCCA coming into force on 6 April 2025. Josephine O’Dowd reports.
The article explores the ICO’s 2025 online tracking strategy. Tamara Quinn and Anna Matsiienko report.
ASA rules against insurance company’s ads that omitted material information and misleadingly gave the impression that all medical procedures were included in the plan when exclusions applied. Anna Matsiienko reports.
The CMA publishes final advice for marketing green heating and insulation products, Emily Addleman reports.
CAP has announced new rules and guidance on the advertising of alcohol alternative products. Gregory Barton reports.
