Lidl and Iceland ads banned in UK under new junk food rules

The Advertising Standards Authority (ASA) said promotions by both retailers breached rules introduced on 5 January, which prohibit advertising foods high in fat, salt and sugar (HFSS) on television before 9pm and in paid online advertising at any time.

The regulator found that Lidl Northern Ireland had paid influencer Emma Kearney to promote bakery items on Instagram, including a pain suisse. A complainant argued the pastry constituted a “less healthy” product under the rules.

Lidl said the campaign had been intended as “brand-led”, which is permitted provided no identifiable HFSS product is shown, but accepted the post had promoted a specific item in breach of the regulations.

Separately, Iceland ran banner and display advertisements on the Daily Mail website featuring confectionery products including Swizzels Sweet Treats, Chupa Chups Laces, Choose Disco Stix and Haribo Elf Surprises. These items fail the government’s nutrient profiling model and are classified as HFSS.

Iceland said it requests nutritional data from suppliers but acknowledged “gaps” in the information provided. It has since appointed a data provider to compile monthly nutritional data across its product range.

The ASA upheld complaints against both companies and ordered the advertisements to be withdrawn, instructing the supermarkets to ensure future marketing complies with the HFSS restrictions, introduced as part of efforts to curb rising childhood obesity.