Less Healthy Food (LHF) Advertising

New legislation on Less Healthy Food (LHF) is now in effect. Since 1 January 2026, ads for identifiable LHF products are not shown on Ofcom-regulated TV and on-demand services before the watershed, nor as paid-for online advertisements at any time.

Alongside other broadcasters and advertisers, STV has entered into a voluntary Industry Agreement. From 1 October 2025, ads for identifiable LHF products are not shown before 9pm on STV/STV Player, or as paid-for online advertisements at any time. This voluntary agreement has given the Government time to clarify the law and ensure that brand advertising remains exempt from these rules. The restrictions do not apply to brand-only advertisements that do not feature LHF products.

In-scope advertisers are defined as those with portfolios that include LHF products and who wish to advertise them. The products classified as LHF by the UK Government can be found here:
https://www.gov.uk/government/publications/restricting-advertising-of-less-healthy-food-or-drink-on-tv-and-online-products-in-scope/restricting-advertising-of-less-healthy-food-or-drink-on-tv-and-online-products-in-scope

Please note that any existing copy classified as LHF under the new regulations must be re-clocked and resubmitted to Clearcast. If your new or existing ad copy is impacted by LHF restrictions, please factor in additional time for the clearance and delivery process within your campaign timeline. To find out more about LHF regulations and what they mean for your campaigns, please refer to the guidance available from Clearcast:
clearcast.co.uk/news-and-blog/lhf-less-healthy-foods/
or speak to your Account Manager, who will be happy to help