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From principle to practice: how we’re enforcing the new ‘less healthy’ ad rules
By Guy Parker 2026-04-15T05:47:00
The ASA has published its first four rulings under the new HFSS ad restrictions, giving food brands the first look at how real ads are being assessed, says CEO Guy Parker
The ASA system’s new rules restricting the advertising of ‘less healthy’ food and drink products came into force at the start of this year. These rules implement legislation passed by the government as part of its wider public health strategy.
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