With fines reaching £250,000 or up to 5% of turnover, brands must ensure creator partners understand new less healthy food (LHF) media restrictions. From October 1, influencers cannot promote products in recognizable forms if they fall under 13 LHF categories. Gifts are also viewed as commercial relationships, violating guidelines. Organic posts become ambiguous due to the rules' complexity. Brands are advised to prevent influencers from discussing LHF products altogether. A key source of confusion arises distinguishing between existing HFSS advertising restrictions and the new LHF category rules.
Starting October 1, brands must ensure compliance with new LHF paid media restrictions to avoid fines, with enforcement from January 5 by the Advertising Standards Authority.
Influencers connected with brands selling unhealthy foods can no longer name, show, or gift recognizable products if they fall within the LHF categories.
Organic posting presents a gray area under the new regulations; brands should advise influencers against any posts about their products within the LHF categories.
Confusion exists regarding the distinction between HFSS and LHF product restrictions, as only specific products fall under the new LHF rules, not all HFSS products.
#lhf-regulations #influencer-marketing #advertising-compliance #food-advertising-restrictions #branding-strategies
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