Lidl and Iceland first retailers to be hit by new junk food advertising ban

• Lidl and Iceland have become the first retailers to have advertisements banned under new rules targeting "less healthy" food and drink.
• The regulations, which came into effect at the start of the year, aim to combat childhood obesity by restricting ads for high fat, salt, and sugar (HFSS) products on television and online.
• Lidl's ban concerned an Instagram post featuring a Pain Suisse product, which was classified as both HFSS and a sweetened bread product.
• Iceland had two ads banned for including various HFSS confectionery items such as Swizzles Sweet Treats and Haribo Elf Surprises.
• The Advertising Standards Authority (ASA) is overseeing the enforcement of these rules, noting that these initial rulings help clarify their application.

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Lidl and Iceland ads banned under new ‘less healthy’ food rules