This month marks a big moment for UK advertising. As of January 5, the less healthy food (LHF) restrictions moved from a voluntary agreement to formal legal enforcement. Veridooh’s global president, Nick Parker, looks into this big shift in the regulatory landscape that will shape the media mix, as advertisers look for compliant ways to reach audiences, including out-of-home (OOH) environments.
The intent of the less healthy food (LHF) restrictions is widely supported: reduce children’s exposure to LHF advertising and remove a target of 7.2bn calories from their diets each year.
Under the new rules, enforced via the Advertising Standards Authority’s (ASA) codes, LHF ads are now prohibited:
The LHF ‘brand-only’ ad exemption is a narrow tightrope to walk for brands. The ASA’s interpretation of what constitutes an ‘identifiable’ LHF product is very strict. Its 2025/26 guidance explicitly states that an ad is restricted if the ‘average consumer’ can identify the product – even without a pack shot. If a brand-only execution uses a color palette, mascot, or tagline too closely associated with a specific LHF item, it could still face a ban.
The ban has already led to brands making healthier versions of products to ensure they comply with the nutrient profiling model (NPM). For example, major players like Walkers (PepsiCo) and Doritos have spent the last 18 months launching non-HFSS versions of core flavors, using ingredients such as chickpea flour to bring calorie counts under the 100-mark. Similarly, Nestlé and Mr Kipling have introduced reformulated Lunchbox Slices and Crème Desserts.
This big shift in the regulatory landscape is also shaping the media mix, as advertisers look for compliant ways to reach audiences, including out-of-home (OOH) environments.
There is a specific trend of brands moving to proximity OOH and retail media OOH. Brands are shifting their ‘nudge’ to the final 100 meters of the shopper journey. Proximity screens near supermarkets and convenience stores are becoming part of the new digital strategy, and brands need to know that their ‘nudge’ happened exactly when and where it was planned, ensuring that their final attempt to influence a purchase remains both effective and legally sound.
For years, OOH has self-regulated effectively across multiple environments, including point of purchase, together with a 100-meter school exclusion zone. This is not a single piece of legislation but a rigorous industry policy set by Outsmart (the trade body for OOH media owners) and strictly enforced by the ASA. The policy applies to LHF products, alcohol, gambling, nicotine products, and sensitive imagery.
What’s changed now is the expectation of proof, which can be provided by independent verification. As enforcement begins and scrutiny increases, ‘trust us’ is no longer enough.
While independent verification offers a common currency of trust, it also provides a necessary safeguard, identifying and rectifying any issues to ensure OOH campaigns are running what’s booked – the right creative, in the right place at the right time.
Adopting independent verification gives brands confidence, supports regulator intent, protects the reputation of OOH, and its long-term ability to self-regulate.
Veridooh is the world’s leading independent verification platform for out-of-home (OOH) advertising. With its proprietary SmartCreative technology, Veridooh independently tracks, measures, and verifies the performance of OOH advertising campaigns, bringing digital-level accountability to the UK OOH sector.
In Mark Ritson’s January 12 column, he looks at the ban as an accidental gift for marketers: “forcing a pivot from product promotion to brand advertising.” Which, incidentally, OOH excels at. As Ritson says: “It’s time to pay attention to His Majesty and His Government. Less product, more brand. By law. The Government just accidentally mandated brand building.”
Increased OOH spend will lead to increased scrutiny on LHF brand activity and the OOH sector. Let’s make sure all self-regulated OOH campaigns are safeguarded through independent verification to protect advertiser confidence and public trust.
