The Advertising Standards Authority (ASA) has banned adverts from Lidl and Iceland, marking the first enforcement of new UK rules that restrict the promotion of foods high in fat, salt and sugar (HFSS). The regulations, which took effect on 5 January, prohibit HFSS products from being advertised on television before 9pm and in paid online advertising at any time.
Lidl Northern Ireland commissioned influencer Emma Kearney, known as Baby Emzo, to post a video on Instagram showing a tray of pain suisse pastries. The ASA ruled that the post promoted a specific HFSS product, despite Lidl arguing it was a brand-led campaign. Under the rules, brand advertising is permitted as long as no identifiable junk food product is shown.
Iceland ran a digital display ad on the Daily Mail website featuring sweets such as Swizzels Sweet Treats, Chupa Chups Laces, Choose Disco Stix and Haribo Elf Surprises. The ASA noted that chocolates and sweets automatically fail the nutrient profiling model and are classified as HFSS, making them ineligible for advertising. Iceland acknowledged gaps in its supplier data but said it had hired a data provider to compile nutritional information monthly.
The ASA upheld complaints against both supermarkets and banned the adverts. It instructed Lidl and Iceland to ensure their digital marketing does not feature products that breach the HFSS advertising restrictions.
