{"id":11408,"date":"2026-01-09T11:20:47","date_gmt":"2026-01-09T11:20:47","guid":{"rendered":"https:\/\/www.spotlight.com\/?p=11408"},"modified":"2026-01-14T19:32:08","modified_gmt":"2026-01-14T19:32:08","slug":"performers-and-agents-guide-to-the-lhf-ad-ban","status":"publish","type":"post","link":"https:\/\/www.spotlight.com\/news-and-advice\/the-industry\/performers-and-agents-guide-to-the-lhf-ad-ban\/","title":{"rendered":"The Less Healthy Food Ad Ban: A Guide for Performers and Agents"},"content":{"rendered":"<h2><span style=\"font-weight: 400;\">How the 2026 Less Healthy Food advertising ban impacts bookings, fees and strategy for commercial agents and actors.<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">New year, new rules. As we bin the unloved mini Bounty\u2019s and dust off our running shoes, the Less Healthy Food and Drink (LHF) advertising restrictions <\/span><span style=\"font-weight: 400;\">\u2013<\/span><span style=\"font-weight: 400;\"> which came into effect on 5 January 2026 <\/span><span style=\"font-weight: 400;\">\u2013<\/span><span style=\"font-weight: 400;\"> may not be immediately noticeable. However, there\u2019s little doubt that the UK advertising landscape has shifted, bringing significant implications for those who work in commercials.<\/span><\/p>\n<p><a href=\"https:\/\/www.spotlight.com\/news-and-advice\/the-industry\/impact-of-hfss-advertisement-restrictions-for-performers\/\"><span style=\"font-weight: 400;\">Following an industry roundtable hosted at Spotlight<\/span><\/a><span style=\"font-weight: 400;\"> last year, and ongoing dialogue with cross-sector partners, it\u2019s worth considering how the 9pm TV watershed and the paid-media online ban may practically affect bookings and revenue streams for actors, influencers and agents.<\/span><\/p>\n<h3>What do the Changes to Advertising Restrictions Mean?<\/h3>\n<p><span style=\"font-weight: 400;\">From January, ads for \u2018identifiable\u2019 less healthy food and drink products will be banned from appearing:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">On television between 5:30am and 9:00pm\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In on-demand programme services between 5:30am and 9:00pm\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In paid online media at any time<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As a result, here\u2019s a look at the shifting trends and new questions the industry will need to keep an eye on:<\/span><\/p>\n<h3><b>1. The Rise of Brand Storytelling:\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">There is a brand exemption in place, which allows companies associated with less healthy foods to continue to tell a story about their brand, as long as they don\u2019t show specific \u2018unhealthy\u2019 products. We may see a pivot from visual product consumption towards lifestyle or company values style commercials.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What this means: We may see fewer briefs for actors \u201cenjoying the crunch\u201d of a specific biscuit, and more for narrative-led commercials that promote the brand feeling (think the <\/span><a href=\"https:\/\/vimeo.com\/814306962\"><span style=\"font-weight: 400;\">McDonald\u2019s \u2018Raise Your Arches\u2019<\/span><\/a><span style=\"font-weight: 400;\"> ad).<\/span><\/li>\n<\/ul>\n<h3>2. Variations Request for Talent Agents and Unrepresented Performers<\/h3>\n<p><span style=\"font-weight: 400;\">Some agents have reported an increase in requests for alternative cuts and products to shoot a \u2018safe\u2019 version (healthy) for pre-9pm and a \u2018restricted\u2019 version (unhealthy) for post-9pm.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">The new question: If a single booking now requires multiple compliance variations, does the Basic Studio Fee (BSF) and overtime structure reflect the extra time and distinct usage scenarios involved?<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">Transparency is key: Actors, agents and casting professionals will need to be mindful of the fee structure for variations. Transparency on scripts is key at the start of contracting and negotiation.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<h3>3. Exclusivity in a Pulled or Regulated Campaign<\/h3>\n<p><span style=\"font-weight: 400;\">There\u2019s a risk that creative concepts, especially those using personified mascots (think \u2018Tango Man\u2019, if you&#8217;re old enough), could fail the ASA\u2019s Identifiability Test after filming, leading to a campaign being pulled before it airs, or even after its first broadcast. Another example might be a product being bumped into the watershed, which competes for fewer slots, therefore extending the life of the exclusivity period or reducing usage.\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">The consideration: If a campaign is scrapped for regulatory reasons, actors could be left holding a strict exclusivity clause for a brand that never broadcast their campaign as originally planned. Agents will need to make a good case for exclusivity and usage to be paid in advance or adding early release clauses where possible to avoid misuse.\u00a0<\/span><\/li>\n<\/ul>\n<h3>4. The Gifting Trap: What Actors Should Watch Out For<\/h3>\n<p><span style=\"font-weight: 400;\">If you create content for social media, be aware that the definition of \u2018payment\u2019 has tightened. Under the new rules, \u2018payment\u2019 includes non-monetary consideration, such as a hamper of free snacks or brand merchandise.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">The reality: If a brand gifts you a \u2018less healthy\u2019 product with an arrangement to post, that post is legally considered paid-for advertising. If it appears in a paid placement online, it violates the ban. While the regulatory liability sits with the brand, it\u2019s worth asking questions before accepting gifts to ensure your content stays compliant.<\/span><\/li>\n<\/ul>\n<h3>5. Be Cautious With Personification Character Roles<\/h3>\n<p><span style=\"font-weight: 400;\">Be cautious with roles that involve<\/span> <i><span style=\"font-weight: 400;\">being<\/span><\/i><span style=\"font-weight: 400;\"> the product, e.g. a walking chocolate bar or animated cheese string. These are defined as \u2019Product Personifications\u2019 and do <\/span><i><span style=\"font-weight: 400;\">not<\/span><\/i><span style=\"font-weight: 400;\"> generally benefit from the Brand Exemption.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The impact: These characters are likely unbookable for daytime TV or paid online ads. This naturally limits the usage earnings potential compared to a human role, so it is worth factoring this into your expectations when auditioning.<\/span><\/li>\n<\/ul>\n<h3>6. Platform Exemptions, AKA \u2018The Safe Zones\u2019<\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s worth remembering that audio-only and outdoor media remains a safe harbour for \u2018unhealthy\u2019 products.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">Radio and podcasts: Pure audio advertising is exempt from the LHF restrictions. For voice over artists, radio remains a key medium for product advertisements that would otherwise be pushed to post-9pm TV slots.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">Outdoor: Billboards and digital outdoor screens are also largely exempt from the ban, meaning an image of you eating a chocolate bar, for example, can appear on the high street but not on TV before 9pm or online at all.\u00a0<\/span><\/li>\n<\/ul>\n<h3>Top Tip for Unrepresented Actors or Agents<\/h3>\n<p><span style=\"font-weight: 400;\">Scan your breakdowns or deal memos with one eye on the new regulations and ask yourself, \u2018Is this a high or low risk campaign?\u2019 and then apply the logic. Remember: brands, producers and casting are in the same boat, navigating the changes in already choppy conditions.<\/span><\/p>\n<p><a href=\"https:\/\/adassoc.org.uk\/our-work\/new-cap-guidance-on-less-healthy-food-advertising\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Everything you need in terms of the industry agreements<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> has been helpfully compiled by the <\/span><\/i><a href=\"https:\/\/www.linkedin.com\/article\/edit\/7413859226076356609\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Advertising Association<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">David is director of partnerships at Spotlight. This article is for information purposes to help navigate industry changes. It is based on David\u2019s personal interpretation of the current CAP\/BCAP guidance and does not constitute legal advice or official advice.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How the 2026 Less Healthy Food advertising ban impacts bookings, fees and strategy for commercial agents and actors. New year, new rules. As we bin the unloved mini Bounty\u2019s and dust off our running shoes, the Less Healthy Food and Drink (LHF) advertising restrictions \u2013 which came into effect on 5 January 2026 \u2013 may [&hellip;]<\/p>\n","protected":false},"author":132,"featured_media":11452,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[35],"tags":[80,37],"class_list":["post-11408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-industry","tag-commercials","tag-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Less Healthy Food Ad Ban: A Guide for Performers and Agents | Spotlight<\/title>\n<meta name=\"description\" content=\"How the 2026 UK LHF advertising ban impacts actors and talent agents, from 9pm watershed 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