Less healthy food advertising - what we've learned from the first rulings

The new restrictions on advertising less healthy food and drink products are now being tested in practice. For food brands, retailers and their marketing teams, the challenge is knowing where regulators are drawing the line.

The rules restrict TV and on-demand advertising for identifiable less healthy products before 9pm and paid online advertising at any time. The first ASA rulings published in 2026 are now providing practical evidence of how the new regime is being applied.

Join our IP and Media team for a focused 20-minute webinar examining what businesses can learn from the rules, guidance and early decisions.

What we'll cover

You'll hear our view on:

• When a less healthy food or drink product may be considered "identifiable"

• What the early rulings tell us about the application of the rules

• The risks that branding can create even when a specific product isn't shown

• What the rules mean for digital and paid social campaigns

• Practical steps marketing and legal teams can take before campaigns go live

Who should attend?

This session is designed for in-house legal and compliance teams, marketing and brand teams, and those responsible for advertising governance and risk in food, drink and retail businesses.

Related events

This webinar is part of Freeths’ short consumer regulatory risk series. Other sessions will cover subscription compliance under the DMCCA and fake reviews under the DMCCA.

Please note these are separate events with a separate registration process.