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.
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Lidl was pulled up over an Instagram post from its Northern Ireland arm, fronted by influencer Emma Kearney, which prominently featured a cream‑filled suisse pastry deemed an HFSS product. Regulators rejected Lidl’s argument that the campaign was brand‑led, ruling the pastry was clearly identifiable and amounted to product promotion.
Iceland fell foul of the rules with online banner ads on the Daily Mail website showcasing branded sweets including Swizzels, Chupa Chups, Disco Stix and Haribo. The ASA said such confectionery cannot be advertised in paid‑for online formats, and ordered that the ads must not appear again in the same form.
Both supermarkets have been told to withdraw the offending campaigns and tighten compliance processes, in what is seen as a warning shot to retailers and advertisers about strict enforcement of the new regime.
