Food watchdog bans first ads under new 'less healthy' advertising rules

On 2026-04-15, the Advertising Standards Authority banned advertisements for Lidl and Iceland under the United Kingdom’s new rules restricting “less healthy” food and drink advertising. The action targeted ads found to feature HFSS products and was presented as the first enforcement under the new regime. Lidl said it removed the ad, and Iceland confirmed its ads included several HFSS sweets.