Lidl and Iceland have made history as the first UK supermarkets to face advertising bans under Britain's new junk food marketing restrictions.
The Advertising Standards Authority announced today that both retail chains had violated regulations introduced on January 5, which prohibit the promotion of products high in fat, salt and sugar.
These rules ban HFSS food advertisements on television before 9pm and in paid online content at all hours.
The crackdown forms part of the Government's strategy to address rising childhood obesity rates across the country.
Both companies' advertisements appeared on social media and news websites, prompting complaints that led to the ASA's ruling.
The ban comes after Lidl Northern Ireland commissioned Emma Kearney, a beauty and lifestyle influencer who operates under the name Baby Emzo, to produce a video post showcasing the retailer's bakery range on Instagram.
The promotional content featured a tray of pain suisse – a French pastry containing vanilla cream and chocolate chips.
A complainant reported the advertisement to the ASA, arguing that the pastry qualified as a "less healthy" food item under the new framework.
Lidl and Iceland become first UK supermarkets to have ads banned over new junk food rules
| LIDLThe supermarket maintained that its campaign was designed to be "brand-led" rather than product-focused, noting that companies may still advertise their brands provided they avoid displaying identifiable HFSS items.
However, Lidl acknowledged that the advertisement did fall into the ASA's categorisation of promoting an “identifiable” junk food product.
Similarly, Iceland Foods placed digital display and banner advertisements on the Daily Mail website featuring confectionery, including Swizzels Sweet Treats, Chupa Chups Laces, Choose Disco Stix and Haribo Elf Surprises.
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Under the nutrient profiling model used to enforce the new regulations, chocolates and sweets are automatically classified as HFSS products and therefore cannot be advertised.
The frozen food retailer stated it had requested nutritional information from suppliers but acknowledged "gaps" existed in the data it received.
Iceland has since engaged a data provider to compile monthly nutritional assessments of all products listed on its website.
The ASA upheld both complaints and instructed the supermarkets to ensure future digital marketing complies with HFSS advertising restrictions.
Lidl and Iceland become first UK supermarkets to have ads banned over new junk food rules
| GETTY IMAGESAdvert bans have occurred for other brands, including the 2025 Twix television advertisement, "Two is More Than One".
The ASA determined that the advertisement "condoned unsafe driving".
The ad showed a high-speed car chase, a car crashing through a barrier, and dangerous driving, which the ASA ruled reckless.
The ASA also banned a Next online advert for denim leggings in February 2025 after the model appeared "unhealthily thin".
The watchdog ruled the image irresponsible, as the pose, camera angle, and styling, which made her thighs appear excessively thin, breached social responsibility codes.
The crackdown on unhealthy food adverts comes amid growing findings within the scope of child obesity that are of acute concern to the Government.
Based on 2024-25 data, child obesity in England remains high, with 10.5 per cent of reception children (ages four to five) and 22.2 per cent of Year 6 children (ages 10 to 11) classed as obese.
Nearly a quarter of all children in reception are either overweight or obese, with rates significantly higher in the most deprived areas.