The UK’s less healthy food and drink ban has now taken effect, reshaping how brands can appear in paid media. From 5 January 2026, paid advertising for identifiable less healthy food and drink products is restricted online at any time, and on television and on-demand services before 9pm. The Advertising Standards Authority confirms that this means ads for such products are banned from “paid-for online media at any time” and from TV and on-demand programming before the watershed (ASA, Less-healthy foods advertising guidance).
Importantly, the ban does not mean all advertising by food and drink brands is prohibited. Brand-only advertising remains permitted where it does not feature or make identifiable any less healthy products, with industry guidance highlighting brand, purpose-led and non-product-focused creative as compliant approaches (UK Government; IAB UK).
The products covered by the ban are defined through a combination of specific food categories and the UK’s nutrient profiling model. Government guidance states that the restrictions apply to less healthy products within categories including “chocolate confectionery, sugar confectionery, cakes, biscuits, desserts, ice cream, morning goods, puddings, sweetened yoghurt, savoury snacks, pizzas, burgers, ready meals, chips, crisps and sugar-sweetened drinks” (GOV.UK, Restricting advertising of less healthy food or drink: products in scope). If a product falls within one of these categories and is classed as “less healthy”, it cannot be promoted through paid online advertising.
However, not all ad formats fall within scope.
Here’s the good news: audio-only advertising is exempt.
Guidance from IAB UK explains that ads in “audio-only content/media or audio-led platforms, such as podcasts or music-only streaming services” are exempt from the restrictions, provided that “the ad must not contain any visual elements” (IAB UK, Less Healthy Food and Drink Ad Ban: What It Is & How It Works).
As Kantar has noted, brands affected by the ban will need to “rethink their media strategies and explore alternative channels” to maintain visibility in a more regulated environment (Kantar, How to Navigate the Less Healthy Food Ad Ban). Digital audio can do just that – opening the door to hyper-targeted ads and memorable sonic branding, without visual advertising that could fall foul of the rules.
Sound has the power to build memory and spark emotional connection, and in a media landscape shaped by tighter restrictions, understanding where the boundaries lie matters more than ever.
The rules have changed, but digital audio is your voice.
If you fancy a brew, a slice of sugary cake, and a natter with us, get in touch to see how audioadpro can support your compliant strategy.
