Lidl and Iceland Become First Supermarkets Censured Under UK Junk Food ad Crackdown

Lidl and Iceland become first supermarkets censured under UK junk food ad crackdown

New junk food advertising rules have triggered their first bans, with Lidl and Iceland ordered to withdraw campaigns promoting products high in fat, salt and sugar. The Advertising Standards Authority (ASA) found both retailers in breach of HFSS rules introduced on 5 January, which restrict less healthy food advertising on TV before 9pm and in paid‑for online space at any time. Lidl was pulled up over an Instagram post from its Northern Ireland …

Which stores broke UK junk food ad rules?

Iceland and Lidl face “junk food” ad breaches in the UK UK regulators said Iceland Foods and Lidl breached recently introduced advertising rules aimed at curbing marketing for foods high in fat, salt, and sugar. The advertising watchdog concluded that ads from both retailers violated the new…

Lidl and Iceland ad bans send warning shot to retailers over HFSS and retail media - InternetRetailing

The Advertising Standards Authority (ASA) decision to ban ads from Lidl and Iceland has sent a clear signal to retailers that the UK’s long‑trailed restrictions on advertising foods high in fat, salt and sugar (HFSS) are no longer theoretical. The rulings, announced on 15 April, make Lidl and Iceland the first supermarkets to be formally sanctioned under new advertising regulations that came into force on 5 January 2026, as part of the governmen…