Adverts for Lidl and Iceland first to be banned under new UK rules

Adverts for Lidl and Iceland first to be banned under new UK rulesThe new ban applies to products that fall within 13 categoriesCommentsNewsNeil Shaw Assistant Editor (Money and Lifestyle)06:26, 15 Apr 2026View 4 ImagesA grab from an Emma Kearney Lidl Instagram postAds for supermarkets Lidl and Iceland have become the first to be banned under new rules governing “less healthy” food and drink. The rules, which came into effect at the beginning of the year, are part of Government efforts to tackle childhood obesity by preventing ads for food and drink that is high in fat, salt and sugar (HFSS) appearing on television between 5.30am and 9pm, and online at any time.‌The new ban applies to products that fall within 13 categories considered to play the most significant role in childhood obesity, including soft drinks, chocolates and sweets, pizzas and ice creams, but also breakfast cereals and porridges, sweetened bread products, and main meals and sandwiches.‌Products that fall into these categories are than also assessed as to whether they are “less healthy” based on a scoring tool that considers their nutrient levels and whether products are high in saturated fat, salt or sugar. Only products that meet both of the two criteria are included in the restrictions.‌View 4 ImagesA branch of LidlThe Advertising Standards Authority (ASA) said an Instagram post for Lidl Northern Ireland by influencer Emma Kearney featured the grocer’s cheese pretzel, which was not categorised as HFSS and therefore did not fall within the restrictions, and its Pain Suisse product, which was classified as both HFSS and a sweetened bread product and was therefore banned under the new rules.Lidl said the ad had been removed and they had liaised with their marketing agency to ensure that all future ads complied with the new rules. In a separate case, Iceland confirmed that two ads included a tub of Swizzles Sweet Treats, a packet of Chupa Chups Laces, a bag of Chooee Disco Stix and a bag of Haribo E...