Lidl and Iceland ads are first banned under new UK junk food rules

ASA rules ads on Instagram and Daily Mail website broke ban on promoting items high in fat, salt and sugar

Lidl and Iceland have become the first companies to have ads banned after the introduction of rules cracking down on the marketing of junk food in the UK.

The Advertising Standards Authority (ASA) has been policing the ban on ads featuring junk food on TV before 9pm, and in paid online advertising at any time of the day, since 5 January.