{"id":890674,"date":"2025-09-18T14:40:54","date_gmt":"2025-09-18T14:40:54","guid":{"rendered":"https:\/\/ukpostcode.org\/content\/?p=890674"},"modified":"2025-09-18T14:40:54","modified_gmt":"2025-09-18T14:40:54","slug":"brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt","status":"publish","type":"post","link":"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/","title":{"rendered":"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Brand-advertising_exemption_for_%E2%80%9Cless_healthy%E2%80%9D_food_and_drink_confirmed_%E2%80%94_what_it_means_whos_furious_and_how_ad_teams_will_have_to_adapt\" title=\"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt\">Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#The_headline_what_the_exemption_does_and_does_not_change\" title=\"The headline: what the exemption does (and does not) change\">The headline: what the exemption does (and does not) change<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Why_ministers_felt_compelled_to_add_the_exemption\" title=\"Why ministers felt compelled to add the exemption\">Why ministers felt compelled to add the exemption<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#How_%E2%80%9Cbrand%E2%80%9D_differs_from_%E2%80%9Cproduct%E2%80%9D_in_the_law_%E2%80%94_and_why_that_boundary_is_slippery\" title=\"How \u201cbrand\u201d differs from \u201cproduct\u201d in the law \u2014 and why that boundary is slippery\">How \u201cbrand\u201d differs from \u201cproduct\u201d in the law \u2014 and why that boundary is slippery<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Industry_reaction_relief_%E2%80%94_with_caveats\" title=\"Industry reaction: relief \u2014 with caveats\">Industry reaction: relief \u2014 with caveats<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Public-health_groups_furious_and_worried_it_will_undermine_the_policy\" title=\"Public-health groups: furious and worried it will undermine the policy\">Public-health groups: furious and worried it will undermine the policy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#What_regulators_will_now_have_to_do\" title=\"What regulators will now have to do\">What regulators will now have to do<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Practical_examples_safe_brand_ads_%E2%80%94_and_risky_ones\" title=\"Practical examples: safe brand ads \u2014 and risky ones\">Practical examples: safe brand ads \u2014 and risky ones<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Commercial_and_political_fallout\" title=\"Commercial and political fallout\">Commercial and political fallout<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Enforcement_litigation_risk_and_the_path_ahead\" title=\"Enforcement, litigation risk and the path ahead\">Enforcement, litigation risk and the path ahead<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Bottom_line_clarification_not_cure_%E2%80%94_the_policys_effectiveness_will_be_litigated_in_streets_feeds_and_courtrooms\" title=\"Bottom line: clarification, not cure \u2014 the policy\u2019s effectiveness will be litigated in streets, feeds and courtrooms\">Bottom line: clarification, not cure \u2014 the policy\u2019s effectiveness will be litigated in streets, feeds and courtrooms<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Key_sources_and_further_reading\" title=\"Key sources and further reading\">Key sources and further reading<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Whats_already_on_record_policy_industry_preparatory_examples\" title=\"What\u2019s already on record: policy, industry, preparatory examples\">What\u2019s already on record: policy, industry, preparatory examples<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#1_Government_policy_documents_and_impact_assessments\" title=\"1. Government policy documents and impact assessments\">1. Government policy documents and impact assessments<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#2_Industry_bodies_and_trade_associations\" title=\"2. Industry bodies and trade associations\">2. Industry bodies and trade associations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#3_Delays_and_voluntary_commitments\" title=\"3. Delays and voluntary commitments\">3. Delays and voluntary commitments<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Comments_and_opinions\" title=\"Comments and opinions\">Comments and opinions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Supportive_industry_arguments\" title=\"Supportive \/ industry arguments\">Supportive \/ industry arguments<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Criticisms_public_health_concerns\" title=\"Criticisms \/ public health \/ concerns\">Criticisms \/ public health \/ concerns<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Examples_and_hypotheticals_to_illustrate_what_is_safe_vs_what_might_cross_the_line\" title=\"Examples and hypotheticals to illustrate what is safe vs what might cross the line\">Examples and hypotheticals to illustrate what is safe vs what might cross the line<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Early_Signs_What_Ad_Creative_Teams_Should_Be_Doing\" title=\"Early Signs &amp; What Ad \/ Creative Teams Should Be Doing\">Early Signs &amp; What Ad \/ Creative Teams Should Be Doing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#What_to_Watch_Early_Case_Studies_Litigation_to_Come\" title=\"What to Watch: Early Case Studies &amp; Litigation to Come\">What to Watch: Early Case Studies &amp; Litigation to Come<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#Implications_Potential_Outcomes\" title=\"Implications &amp; Potential Outcomes\">Implications &amp; Potential Outcomes<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"Brand-advertising_exemption_for_%E2%80%9Cless_healthy%E2%80%9D_food_and_drink_confirmed_%E2%80%94_what_it_means_whos_furious_and_how_ad_teams_will_have_to_adapt\"><\/span>Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>The UK government has this month put the finishing touches on a controversial carve-out to its forthcoming restrictions on advertising of \u201cless healthy\u201d food and drink: <strong>brand advertising will be explicitly exempted from the ban<\/strong>. The regulations were laid before Parliament in early September 2025 and sit alongside the wider advertising restrictions that will prohibit paid-for online ads for less-healthy foods at any time and ban less-healthy food commercials on TV between 05:30 and 21:00 from <strong>5 January 2026<\/strong> (with industry asked to comply voluntarily from <strong>1 October 2025<\/strong>). The new Brand Advertising Exemption Regulations are intended to clarify a point of law that ministers say was already intended \u2014 but they have provoked immediate pushback from public-health groups and renewed scrutiny from advertising regulators. (<a title=\"Response to brand advertising exemption from ...\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/outcome\/response-to-brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/p>\n<p>Below is a detailed look at what the exemption actually says, why ministers made the move, how industry and health advocates are reacting, and what the change will mean in practice for advertisers, broadcasters and platforms.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"The_headline_what_the_exemption_does_and_does_not_change\"><\/span>The headline: what the exemption does (and does not) change<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The core policy remains: paid-for online advertising of <strong>products<\/strong> classed as \u201cless healthy\u201d will be illegal at any time, and TV spots for those products will be prohibited between 5:30am and 9pm. What the Brand Advertising Exemption Regulations add is a statutory clarification: <strong>\u201cbrand advertising\u201d \u2014 adverts that promote a brand rather than a specific less-healthy product \u2014 is out of scope<\/strong> of those product-focused bans, <em>provided that the ad does not depict a specific less-healthy food or drink product or products<\/em>. The government\u2019s consultation response and the SI published in September set out this definition and confirm that the exemptions have been written into law. (<a title=\"Response to brand advertising exemption from ...\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/outcome\/response-to-brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/p>\n<p>That sounds tidy on paper, but the devil is in the details: the legislation and government guidance make clear that an ad remains within scope if it \u201c<strong>depicts<\/strong>\u201d a specific less-healthy product. The word \u201cdepict\u201d is broad \u2014 regulators and lawyers note it can cover everything from product names and images to familiar logos, jingles or brand characters used to evoke particular products. The new regulations therefore hinge on fine creative and legal judgements about whether a commercial simply markets a brand or whether, in practice, it signals one or more banned products. Legal briefs have already warned advertisers that common branding techniques could cross the line. (<a title=\"The Brand New Brand Advertising Exemption Regulations ...\" href=\"https:\/\/www.mondaq.com\/uk\/advertising-marketing-branding\/1678096\/the-brand-new-brand-advertising-exemption-regulations-have-just-been-served-up?utm_source=chatgpt.com\">Mondaq<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Why_ministers_felt_compelled_to_add_the_exemption\"><\/span>Why ministers felt compelled to add the exemption<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The exemption grew from a political and parliamentary friction point. When the Health and Care Bill and subsequent secondary legislation were debated, ministers insisted the original policy was always intended to stop product advertising targeted at children \u2014 not to outlaw general brand building activity. Retailers, food manufacturers and broadcasters argued the original drafting risked sweeping up \u201cbrand-only\u201d marketing (ads that promote a company name, logo or general corporate message) even where no specific less-healthy product was shown. That uncertainty generated a wave of industry lobbying and prompted the government to publish an explicit statutory carve-out to reassure advertisers and broadcasters. The outcome document and SI were designed to put that intention beyond doubt. (<a title=\"Brand advertising exemption from advertising restrictions ...\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/p>\n<p>Ministers say the move is procedural \u2014 a clarification rather than a policy reversal. The Department of Health and Social Care and Downing Street made clear in parliamentary statements that the public-health objective (reducing children\u2019s exposure to advertising for less-healthy foods) stands, and that the exemption is calibrated to allow legitimate corporate brand messages while still blocking product ads that encourage unhealthy choices. Opponents, however, see the change as a concession to industry pressure that risks hollowing out the policy\u2019s effect. (<a title=\"Ministers to delay UK junk food advertising ban until next year\" href=\"https:\/\/www.ft.com\/content\/a4a5d5f8-a3b7-4073-a41d-01fd23581d64?utm_source=chatgpt.com\">Financial Times<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"How_%E2%80%9Cbrand%E2%80%9D_differs_from_%E2%80%9Cproduct%E2%80%9D_in_the_law_%E2%80%94_and_why_that_boundary_is_slippery\"><\/span>How \u201cbrand\u201d differs from \u201cproduct\u201d in the law \u2014 and why that boundary is slippery<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The new regulations set out a few practical tests to distinguish brand ads from product ads, but they do not make the line impermeable. Key points:<\/p>\n<ul>\n<li><strong>Brand advertising<\/strong> is permitted so long as the ad does <strong>not<\/strong> \u201cdepict\u201d a specific less-healthy product.<\/li>\n<li><strong>Depicting<\/strong> a product can include naming it, showing its image, or using packaging and other branding techniques (logo, jingle, brand character) that are recognisably tied to that product or product variant. Legal advisers warn that the same logo or jingle used in different contexts may still function to evoke the banned product in viewers\u2019 minds. (<a title=\"The Advertising (Less Healthy Food and Drink) (Brand ...\" href=\"https:\/\/www.legislation.gov.uk\/uksi\/2025\/1011\/made?utm_source=chatgpt.com\">Legislation.gov.uk<\/a>)<\/li>\n<\/ul>\n<p>Put simply: a cola manufacturer could run a general brand film celebrating community or sustainability and \u2014 in principle \u2014 stay within the exemption, <strong>so long as<\/strong> the creative does not show or name its sugary drink or use obvious packaging shots, product names, or specific cues used in product campaigns. But the safe-to-run creative area is rocky \u2014 and advertisers will need to prove to ad-standards bodies or, ultimately, courts that their brand message does not double as a product advertisement. The Advertising Standards Authority (ASA), the Committee of Advertising Practice (CAP) and industry self-regulatory codes will be pushed into the role of interpreter. (<a title=\"Consultation on the implementation of the less healthy food ...\" href=\"https:\/\/www.asa.org.uk\/news\/consultation-on-the-implementation-of-the-less-healthy-food-and-drink-advertising-restrictions.html?utm_source=chatgpt.com\">ASA<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Industry_reaction_relief_%E2%80%94_with_caveats\"><\/span>Industry reaction: relief \u2014 with caveats<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Unsurprisingly, industry groups greeted the exemption as a win. Trade bodies and digital ad associations argued that excluding brand advertising prevents unintended curbs on legitimate corporate communications (for example, a supermarket\u2019s corporate sustainability film or a beverage company\u2019s brand-building campaign). The Internet Advertising Bureau (IAB UK) and ad-trade organisations framed the move as restoring balance between public health measures and commercial free-speech for brands. They also underlined that broadcasters and platforms need legal certainty to plan, sell and price inventory. (<a title=\"Government confirms brand ads exemption in LHF ad ban\" href=\"https:\/\/www.iabuk.com\/news-article\/government-confirms-brand-ads-exemption-lhf-ad-ban?utm_source=chatgpt.com\">IAB UK<\/a>)<\/p>\n<p>But industry voices also warned that the exemption is not a carte blanche: <strong>creatives will need legal sign-off<\/strong>, and publishers must update their ad-sales processes, targeting filters, and campaign sign-offs to prevent accidental breaches. Agencies and media owners will also face the operational burden of assessing whether a creative is a \u201cbrand\u201d or a \u201cproduct\u201d ad \u2014 a non-trivial compliance overhead that could lead to slower campaign approvals and higher legal costs.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Public-health_groups_furious_and_worried_it_will_undermine_the_policy\"><\/span>Public-health groups: furious and worried it will undermine the policy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Health charities and campaigners were quick to condemn the exemption. Groups such as the Obesity Health Alliance described the change as a weakening of a manifesto promise to \u201craise the healthiest generation of children ever\u201d, warning that brand advertising is a potent way to maintain product salience and normalise less-healthy foods for kids even when specific products are not shown. Campaigners are particularly sceptical because many brand ads deliberately evoke emotional associations that drive product sales \u2014 meaning the public-health impact could be blunted. (<a title=\"OHA Comment - Will the new brand exemption undermine ...\" href=\"https:\/\/obesityhealthalliance.org.uk\/2025\/09\/11\/brandexemption\/?utm_source=chatgpt.com\">Obesity Health Alliance<\/a>)<\/p>\n<p>Critics also point out that brand ads are often omnipresent \u2014 on TV, social media, billboards and sponsorship \u2014 and that children are exposed to brand messaging across many touchpoints. Even with strict limits on direct product ads, brand awareness can prime children (and families) to seek out branded products elsewhere. For those calling for stricter protections, the exemption looks like policy captured by special interests rather than an uncompromising step to protect child health. (<a title=\"OHA Comment - Will the new brand exemption undermine ...\" href=\"https:\/\/obesityhealthalliance.org.uk\/2025\/09\/11\/brandexemption\/?utm_source=chatgpt.com\">Obesity Health Alliance<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"What_regulators_will_now_have_to_do\"><\/span>What regulators will now have to do<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The ASA and CAP (the ad-industry rule-makers) had paused parts of their own consultation process while the government clarified the legal position \u2014 and now they must rework guidance to operationalise the brand\/product distinction for advertisers and publishers. That means:<\/p>\n<ul>\n<li>Defining in practice when a brand\u2019s use of packaging, logo, music or character crosses the \u201cdepiction\u201d threshold;<\/li>\n<li>Producing clear templated rules and examples for creative teams and media buyers;<\/li>\n<li>Updating monitoring, pre-clearance and enforcement procedures; and<\/li>\n<li>Training broadcast and digital sales teams to spot borderline ads and reject or request edits. (<a title=\"Consultation on the implementation of the less healthy food ...\" href=\"https:\/\/www.asa.org.uk\/news\/consultation-on-the-implementation-of-the-less-healthy-food-and-drink-advertising-restrictions.html?utm_source=chatgpt.com\">ASA<\/a>)<\/li>\n<\/ul>\n<p>Several legal commentators have already signalled that the ASA\u2019s forthcoming guidance will be decisive. If the self-regulatory body interprets \u201cdepiction\u201d narrowly, advertisers will enjoy broader latitude; if it interprets it broadly, many brand ads will need to be rewritten or rescheduled. The ASA\u2019s enforcement decisions and case law will quickly become the practical rulebook.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Practical_examples_safe_brand_ads_%E2%80%94_and_risky_ones\"><\/span>Practical examples: safe brand ads \u2014 and risky ones<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To make the implications tangible, consider a few hypothetical scenarios:<\/p>\n<ul>\n<li><strong>Likely OK:<\/strong> A food company runs an ad celebrating its centenary, showing factory workers, corporate history, and the brand logo at the end \u2014 with no product packaging, product names, shots of food or jingles tied to specific products. This is likely to sit within the exemption.<\/li>\n<li><strong>Risky:<\/strong> The same company runs an atmospheric TV spot showing a family around a breakfast table, with close-ups of a sugar-topped cereal bowl and the product box in frame \u2014 even if no price or call-to-action appears. That would be a product ad and is banned during the protected hours and online.<\/li>\n<li><strong>Borderline:<\/strong> A brand uses a very recognisable mascot or jingle that consumers directly associate with a sugary product; even if the product is not explicitly shown, regulators may treat the advert as an attempt to promote the product indirectly. Legal counsel and ASA precedent will determine outcomes. (<a title=\"The Brand New Brand Advertising Exemption Regulations ...\" href=\"https:\/\/www.mondaq.com\/uk\/advertising-marketing-branding\/1678096\/the-brand-new-brand-advertising-exemption-regulations-have-just-been-served-up?utm_source=chatgpt.com\">Mondaq<\/a>)<\/li>\n<\/ul>\n<p>Agencies and in-house legal teams will need to document their creative approvals carefully to demonstrate compliance. Publishers, too, will need to insert extra checks into their ad delivery stacks to block disallowed creatives automatically.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Commercial_and_political_fallout\"><\/span>Commercial and political fallout<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Politically, opponents of the government\u2019s approach argue the exemption amounts to watering down a public-health policy under industry pressure. Proponents counter that the carve-out prevents unworkable rules that could damage media revenues and chill legitimate corporate speech.<\/p>\n<p>Commercially, the most immediate consequence is operational complexity. Media owners and platforms must update ad-ops rules, and advertisers face the prospect of higher costs for creative legal reviews and campaign sign-offs. Brands that were relying on product-level targeting in the October voluntary compliance window now need to accelerate contingency planning: either rework product creatives to run after 9pm\/away from online channels or pivot to brand messages that carefully avoid depiction. (<a title=\"Less Healthy Food ads are off the menu from 1st October. ...\" href=\"https:\/\/www.lewissilkin.com\/insights\/2025\/09\/01\/less-healthy-food-ads-are-off-the-menu-from-1st-october-what-are-key-takeaways-102l2bm?utm_source=chatgpt.com\">Lewis Silkin<\/a>)<\/p>\n<p>There is also a potential market-access implication: broadcasters selling premium early-evening inventory will see shifts in demand and pricing as product ads are banned in those slots. That could push some advertising budgets into later dayparts, in-ad commerce formats, or into channels where the rules are clearer.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Enforcement_litigation_risk_and_the_path_ahead\"><\/span>Enforcement, litigation risk and the path ahead<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The ASA will be at the frontline of enforcement and will issue guidance and adjudications that will clarify the boundary over time. But there is also a risk of litigation: public-health NGOs or consumer groups could mount judicial reviews if they believe the exemption unlawfully undermines the statutory purpose; conversely, advertisers might challenge ASA rulings they see as too restrictive.<\/p>\n<p>The government has signalled that the advertising restrictions will come into force on <strong>5 January 2026<\/strong>, and that voluntary compliance from <strong>1 October 2025<\/strong> is expected as an industry-good behaviour step. Watch for early test cases and ASA adjudications between October and January: those rulings will shape how robust the exemption really is in practice. (<a title=\"Response to brand advertising exemption from ...\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/outcome\/response-to-brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Bottom_line_clarification_not_cure_%E2%80%94_the_policys_effectiveness_will_be_litigated_in_streets_feeds_and_courtrooms\"><\/span>Bottom line: clarification, not cure \u2014 the policy\u2019s effectiveness will be litigated in streets, feeds and courtrooms<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Brand Advertising Exemption Regulations resolve a legal ambiguity \u2014 ensuring that corporate brand ads that avoid product depiction can continue. For industry, that is welcome certainty. For public-health advocates, it is a worrying loophole. For regulators and legal teams, it creates a heavy lift: defining \u201cdepiction\u201d and policing borderline creativity across broadcast and the complex plurality of online ad formats.<\/p>\n<p>In practical terms, advertisers must now do two things immediately: (1) audit existing campaigns for any product references that fall foul of the new rules and reschedule or re-edit them for appropriate windows, and (2) put robust creative-clearance processes in place so brand messages intended to exploit the exemption are defensible if challenged. The ASA\u2019s forthcoming guidance and early adjudications \u2014 and, if they come, court decisions \u2014 will determine whether the exemption is a narrow technical fix or, effectively, a loophole that undermines the policy\u2019s public-health goals. (<a title=\"Consultation on the implementation of the less healthy food ...\" href=\"https:\/\/www.asa.org.uk\/news\/consultation-on-the-implementation-of-the-less-healthy-food-and-drink-advertising-restrictions.html?utm_source=chatgpt.com\">ASA<\/a>)<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"Key_sources_and_further_reading\"><\/span>Key sources and further reading<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Government consultation response &amp; explanatory notes: \u201cResponse to brand advertising exemption from advertising restrictions for less healthy food or drink.\u201d (GOV.UK). (<a title=\"Response to brand advertising exemption from ...\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/outcome\/response-to-brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/li>\n<li>The Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025 (SI 2025\/1011). (<a title=\"The Advertising (Less Healthy Food and Drink) (Brand ...\" href=\"https:\/\/www.legislation.gov.uk\/uksi\/2025\/1011\/made?utm_source=chatgpt.com\">Legislation.gov.uk<\/a>)<\/li>\n<li>Industry reaction and explainer: IAB UK and trade briefings. (<a title=\"Government confirms brand ads exemption in LHF ad ban\" href=\"https:\/\/www.iabuk.com\/news-article\/government-confirms-brand-ads-exemption-lhf-ad-ban?utm_source=chatgpt.com\">IAB UK<\/a>)<\/li>\n<li>Legal analysis of \u201cdepict\u201d and practical risks: Mondaq \/ law-firm briefings. (<a title=\"The Brand New Brand Advertising Exemption Regulations ...\" href=\"https:\/\/www.mondaq.com\/uk\/advertising-marketing-branding\/1678096\/the-brand-new-brand-advertising-exemption-regulations-have-just-been-served-up?utm_source=chatgpt.com\">Mondaq<\/a>)<\/li>\n<li>Public-health commentary raising concerns that the exemption could undermine policy aims: Obesity Health Alliance. (<a title=\"OHA Comment - Will the new brand exemption undermine ...\" href=\"https:\/\/obesityhealthalliance.org.uk\/2025\/09\/11\/brandexemption\/?utm_source=chatgpt.com\">Obesity Health Alliance<\/a>)<\/li>\n<li>&nbsp;<br \/>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Whats_already_on_record_policy_industry_preparatory_examples\"><\/span>What\u2019s already on record: policy, industry, preparatory examples<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Government_policy_documents_and_impact_assessments\"><\/span>1. Government policy documents and impact assessments<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>The UK government published <strong>\u201cAdvertising restrictions for less healthy food or drink on television and online\u201d<\/strong> guidance (late 2024) under the Health and Care Act 2022 \/ Communications Act amendments. These set out the ban on paid ads for \u201cless healthy\u201d products being online at any time, and between 5:30am-9pm on TV, etc. (<a title=\"Less healthy food or drink: advertising and promotions restrictions - GOV.UK\" href=\"https:\/\/www.gov.uk\/government\/collections\/less-healthy-food-or-drink-advertising-and-promotions-restrictions?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/li>\n<li>In July 2025, the government released a consultation (draft regulations) to explicitly exempt \u201cbrand advertising\u201d from the scope of the restrictions, <em>provided that<\/em> the advertisement does <strong>not depict<\/strong> a specific less-healthy product. (<a title=\"Advertising restrictions for less healthy food or drink on TV and online: secondary legislation to provide brand advertising exemption - consultation document - GOV.UK\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/advertising-restrictions-for-less-healthy-food-or-drink-on-tv-and-online-secondary-legislation-to-provide-brand-advertising-exemption-consultation?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/li>\n<li>The regulations define \u201cdepict\u201d widely: it can include product names, imagery, audio cues, jingles, etc., or other techniques which could make the viewer reasonably identify a less healthy product. Even packaging or visuals that are associated with specific products are under scrutiny. (<a title=\"Advertising restrictions for less healthy food or drink on TV and online: secondary legislation to provide brand advertising exemption - consultation document - GOV.UK\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/advertising-restrictions-for-less-healthy-food-or-drink-on-tv-and-online-secondary-legislation-to-provide-brand-advertising-exemption-consultation?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/li>\n<\/ul>\n<p>These show how the exemption is being built into law, along with thresholds and definitions designed to limit loopholes.<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"2_Industry_bodies_and_trade_associations\"><\/span>2. Industry bodies and trade associations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>IAB UK<\/strong> (Internet Advertising Bureau) welcomed the confirmation in May 2025 that brand ads will be explicitly exempt, calling it necessary for \u201ccertainty\u201d so brands can plan and invest without fear of inadvertently breaking the restrictions. (<a title=\"Government confirms brands ads\u2019 exemption from LHF ad ban | IAB UK\" href=\"https:\/\/www.iabuk.com\/news-article\/government-confirms-brands-ads-exemption-lhf-ad-ban?utm_source=chatgpt.com\">IAB UK<\/a>)<\/li>\n<li>A joint campaign was launched by trade bodies (Advertising Association, IPA, ISBA, IAB UK) to raise awareness of the incoming restrictions, including the brand-exemption and what\u2019s allowed vs what\u2019s not. The campaign is aimed at helping advertisers understand the rules ahead of October 2025 voluntary compliance. (<a title=\"ISBA | UK advertising trade bodies launch LHF advertising restrictions awareness drive\" href=\"https:\/\/www.isba.org.uk\/article\/uk-advertising-trade-bodies-launch-lhf-advertising-restrictions-awareness-drive?utm_source=chatgpt.com\">ISBA<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"3_Delays_and_voluntary_commitments\"><\/span>3. Delays and voluntary commitments<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Because of uncertainty about how brand advertisements would be treated under the initial legislation, the government delayed the legal enforcement of the restrictions from <strong>1 October 2025<\/strong> to <strong>5 January 2026<\/strong>. This gives time to consult, clarify the brand exemption in the law, and give the industry notice. (<a title=\"Advertising restrictions for less healthy food or drink on TV and online: secondary legislation to provide brand advertising exemption - consultation document - GOV.UK\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/advertising-restrictions-for-less-healthy-food-or-drink-on-tv-and-online-secondary-legislation-to-provide-brand-advertising-exemption-consultation?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/li>\n<li>In the meantime, many advertisers, broadcasters and trade bodies have agreed to a voluntary commitment from October 1, 2025 to comply with the intended restrictions for product ads (i.e. not to show ads for \u201cidentifiable less healthy\u201d products before 9pm or online). But the brand-ads exemption provides legal clarity that certain brand messages <em>not depicting specifics<\/em> are outside scope. (<a title=\"Less Healthy Food and Drink Ads: Implementation delayed amid changes to explicitly exempt brand advertising - Wiggin LLP : Wiggin LLP\" href=\"https:\/\/www.wiggin.co.uk\/insight\/less-healthy-food-and-drink-ads-implementation-delayed-amid-changes-to-explicitly-exempt-brand-advertising\/?utm_source=chatgpt.com\">Wiggin LLP<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Comments_and_opinions\"><\/span>Comments and opinions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here are what different stakeholders are saying \u2014 supportive arguments, criticisms, and concerns.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Supportive_industry_arguments\"><\/span>Supportive \/ industry arguments<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Legal certainty<\/strong>: Trade bodies like IAB UK and ISBA argue the exemption removes risk that brand campaigns (corporate branding, CSR, heritage messaging) would be inadvertently caught by the restrictions. They warn brands might have hesitated to run \u201csafe\u201d brand campaigns without clarity. (<a title=\"Government confirms brands ads\u2019 exemption from LHF ad ban | IAB UK\" href=\"https:\/\/www.iabuk.com\/news-article\/government-confirms-brands-ads-exemption-lhf-ad-ban?utm_source=chatgpt.com\">IAB UK<\/a>)<\/li>\n<li><strong>Economic risk mitigation<\/strong>: Advertisers, broadcasters, and media companies argue that without brand exemptions, restrictions could damage not just unhealthy product lines but whole companies or sectors whose brands are associated with those products. For example, a long-standing heritage brand (even if some lines are \u201cless healthy\u201d) might lose voice. With explicit brand exemptions, they can still promote non-product attributes. (<a title=\"Advertising restrictions for less healthy food or drink on TV and online: secondary legislation to provide brand advertising exemption - consultation document - GOV.UK\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/advertising-restrictions-for-less-healthy-food-or-drink-on-tv-and-online-secondary-legislation-to-provide-brand-advertising-exemption-consultation?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/li>\n<li><strong>Encouragement to reformulate and promote healthier lines<\/strong>: The policy allows brand campaigns to promote healthier variants in the product range, or non-product attributes, which could push companies to offer better products and highlight them. This is seen as positive from some in the business community. (<a title=\"Advertising restrictions for less healthy food or drink on TV and online: secondary legislation to provide brand advertising exemption - consultation document - GOV.UK\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/advertising-restrictions-for-less-healthy-food-or-drink-on-tv-and-online-secondary-legislation-to-provide-brand-advertising-exemption-consultation?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Criticisms_public_health_concerns\"><\/span>Criticisms \/ public health \/ concerns<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Potential loopholes and weakening of impact<\/strong>: Health campaigners warn that brand advertising can still prime brand recall and desire, especially among children. Even without showing specific products, brand exposure builds associations. The worry is that this exemption may reduce the intended effect of reducing children\u2019s exposure to unhealthy food signals. [While direct quotes from campaigners are less present in the sources I found, this concern was made in public health commentary around the policy].<\/li>\n<li><strong>Edge cases and \u201cdepiction\u201d ambiguity<\/strong>: Because language like \u201cdepict\u201d is broad, advertisers will naturally test the boundaries. For instance, could showing packaging without flavor labelling, or showing brand logo, count as depicting? Some fear over-interpretation or legal risks for creatives who think they are brand ads but might be considered product ads. (<a title=\"The HFSS brand advertising saga continues\" href=\"https:\/\/www.lewissilkin.com\/en\/insights\/2025\/04\/11\/the-hfss-brand-advertising-saga-continues-102k8gt?utm_source=chatgpt.com\">Lewis Silkin<\/a>)<\/li>\n<li><strong>Children\u2019s exposure<\/strong>: Even brand-only messages that avoid showing unhealthy products might be very visible (TV ads, sponsorships, billboards). Critics say that regulation on product ads is only part of what shapes children\u2019s food preferences; brand presence is also influential. The exemption does not change that exposure.<\/li>\n<li><strong>Implementation and enforcement difficulty<\/strong>: Regulators (e.g. ASA, CAP) will have to assess many ads for whether they cross the \u201cdepict\u201d threshold. That involves subjective and creative judgement. There may be inconsistent decisions early on, or creative risk aversion. Also, the ad approval process may need strengthened clearance practices and legal review, which adds cost and slowdowns. (<a title=\"Less Healthy Food and Drink Ads: Implementation delayed amid changes to explicitly exempt brand advertising - Wiggin LLP : Wiggin LLP\" href=\"https:\/\/www.wiggin.co.uk\/insight\/less-healthy-food-and-drink-ads-implementation-delayed-amid-changes-to-explicitly-exempt-brand-advertising\/?utm_source=chatgpt.com\">Wiggin LLP<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Examples_and_hypotheticals_to_illustrate_what_is_safe_vs_what_might_cross_the_line\"><\/span>Examples and hypotheticals to illustrate what is safe vs what might cross the line<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While I did <strong>not<\/strong> find many fully published cases of brand ads under the new regime (because it hasn\u2019t been fully active yet), here are illustrative examples based on the guidance and commentary that help show what advertisers \/ regulators are thinking.<\/p>\n<table>\n<thead>\n<tr>\n<th><strong>Scenario \/ Ad Creative<\/strong><\/th>\n<th><strong>Likely status under the rules<\/strong><\/th>\n<th><strong>Why \/ What might be risky<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Corporate heritage campaign<\/strong>: A food or drink company shows its founders, its factory, sustainability work, brand logo, tagline, etc., <em>no product shown<\/em> or named.<\/td>\n<td>Likely <strong>permitted<\/strong> under the brand advertising exemption. The ad does not depict any specific \u201cless healthy\u201d product.<\/td>\n<td>It does not identify or show a product; no packaging or flavor; no visual cues that map to a specific less healthy product; it fits \u201cpure brand advertising.\u201d<\/td>\n<\/tr>\n<tr>\n<td><strong>Brand campaign with \u201crange\u201d mention<\/strong>: A soft drink brand includes its logo, shows cans or bottles generic, but does <em>not name a flavor or variant that is identified as less healthy<\/em>.<\/td>\n<td>Possibly permitted, depending on how recognizable the product variants are. If the packaging is clearly that of a less healthy product that people would recognise (e.g. red can with a known high-sugar drink), the ad might be challenged as depicting.<\/td>\n<td>The \u201crange\u201d or packaging might serve as a visual shortcut to specific product; regulators may see that as depiction. If audio cues or packaging imagery match too closely to specific less healthy product lines, risk increases.<\/td>\n<\/tr>\n<tr>\n<td><strong>Celebrity endorsement with product-like imagery without naming<\/strong>: A famous chef or influencer appears with a bowl of sugary cereal (with brand packaging visible but no product name in voiceover), smiling, showing breakfast table.<\/td>\n<td>Likely <strong>not permitted<\/strong>: the ad depicts packaging and the bowl of cereal; people will reasonably identify the specific product. This is \u201cdepicting\u201d less healthy products.<\/td>\n<td>The rules define \u201cdepict\u201d broadly to cover imagery, packaging, etc. So even if no name is spoken, visuals could breach.<\/td>\n<\/tr>\n<tr>\n<td><strong>CSR or social responsibility messaging<\/strong>: Brand talks about environmental work, community, healthy sourcing etc., and includes brand logos.<\/td>\n<td>Likely permitted, as long as no less healthy product is shown or named and creative does not use cues that map to specific less healthy products.<\/td>\n<td>The message is about the brand, not about specific products. But need to watch: if packaging or product lines are visually invoked, or if audience can reasonably map cues to the unhealthy product, might be risky.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Early_Signs_What_Ad_Creative_Teams_Should_Be_Doing\"><\/span>Early Signs &amp; What Ad \/ Creative Teams Should Be Doing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>From what has been published and discussed, here are practices that brands, creative agencies, media owners are beginning or should begin implementing to manage risk and remain compliant, plus early indicators of how things may shift.<\/p>\n<ul>\n<li><strong>Audit existing campaigns<\/strong> planned for Q4 2025 and beyond to check whether creatives include \u201cdepicted\u201d less healthy products. If yes, consider editing them, rescheduling to after-9pm slots for TV, or pulling them online where allowed (if policy allows).<\/li>\n<li><strong>Strengthen creative clearance workflows<\/strong>: legal review of ad scripts and storyboards, checking packaging, logos, flavors, jingles, etc., to ensure they don\u2019t stray into depiction territory.<\/li>\n<li><strong>Training and guidelines<\/strong>: Internal and external stakeholders (creative teams, agency, media buying, legal, client marketing) need updated understanding of what counts as depiction. Industry bodies (e.g. IAB UK) are sharing FAQs, doing awareness campaigns. (<a title=\"ISBA | UK advertising trade bodies launch LHF advertising restrictions awareness drive\" href=\"https:\/\/www.isba.org.uk\/article\/uk-advertising-trade-bodies-launch-lhf-advertising-restrictions-awareness-drive?utm_source=chatgpt.com\">ISBA<\/a>)<\/li>\n<li><strong>Preparing fallback \/ alternative brand messaging<\/strong> for key seasonal campaigns. For example, Christmas food adverts are tricky; brands may need versions of adverts that do not show less healthy food or perhaps show only healthier alternatives or generic imagery.<\/li>\n<li><strong>Regulator interactions<\/strong>: monitoring how ASA and CAP interpret the rules and any early adjudications or rulings. These will set precedents.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"What_to_Watch_Early_Case_Studies_Litigation_to_Come\"><\/span>What to Watch: Early Case Studies &amp; Litigation to Come<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Even though fully fleshed real-world \u201cbrand ad under new exemption\u201d cases are not yet publicly adjudicated, some early cases or controversies give clues:<\/p>\n<ul>\n<li>In earlier marketing regulation history, there have been <strong>ASA rulings<\/strong> about adverts using brand characters or jingles that evoke unhealthy products, even if those products aren\u2019t named, being considered for possible breach (e.g. old \u201cCoco Pops\u201d case) where brand character associated with sugary cereal was under question. While not under the new rules, such precedents inform how \u201cdepiction\u201d and brand association are judged. (<a title=\"UK ban on Kellogg's Coco Pops children's TV advert overturned\" href=\"https:\/\/www.theguardian.com\/media\/2018\/nov\/21\/uk-ban-on-kelloggs-coco-pops-childrens-tv-advert-overturned?utm_source=chatgpt.com\">The Guardian<\/a>)<\/li>\n<li>The consultation timeline and source documents note that the legal definition of \u201cidentifiable less healthy food product\u201d is based on whether people in the UK could <em>reasonably<\/em> identify the ad as being for a less healthy product. This suggests future ASA decisions will test audience interpretation, not just technical compliance. (<a title=\"Advertising restrictions for less healthy food or drink on TV and online: secondary legislation to provide brand advertising exemption - consultation document - GOV.UK\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/advertising-restrictions-for-less-healthy-food-or-drink-on-tv-and-online-secondary-legislation-to-provide-brand-advertising-exemption-consultation?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/li>\n<li>Some legal advisers have flagged that brand names that <em>include<\/em> product names (or strongly iconic packaging \/ color schemes) may complicate \u201cpure brand ad\u201d status. For instance, if a brand\u2019s name is something like \u201cSugarBlast Inc\u201d, or the visual style is closely tied to the packaging of a less healthy drink, it might be considered depiction even if no product shot or flavor is shown. Such hypotheticals are being discussed in briefs. (<a title=\"Advertising restrictions for less healthy food or drink on TV and online: secondary legislation to provide brand advertising exemption - consultation document - GOV.UK\" href=\"https:\/\/www.gov.uk\/government\/consultations\/brand-advertising-exemption-from-advertising-restrictions-for-less-healthy-food-or-drink\/advertising-restrictions-for-less-healthy-food-or-drink-on-tv-and-online-secondary-legislation-to-provide-brand-advertising-exemption-consultation?utm_source=chatgpt.com\">GOV.UK<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Implications_Potential_Outcomes\"><\/span>Implications &amp; Potential Outcomes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>From all of the above, here are some likely outcomes \/ shifts that may emerge as the brand advertising exemption is tested in practice:<\/p>\n<ul>\n<li><strong>More \u201cbrand-led\u201d campaigns<\/strong>: Brands will lean more heavily on corporate messages, heritage, values, CSR, tastefulness, lifestyle images that avoid showing food or packaging. The creative style will shift.<\/li>\n<li><strong>Higher creative\/legal costs and slower timelines<\/strong>: Because more checking is needed, more variants may be prepared (one version safe for prime-time, another more explicit product version later in the evening).<\/li>\n<li><strong>Possible chilling effect initially<\/strong>: Until regulators provide clear landmark rulings and guidance, many brands may over-comply (i.e. avoid borderline content) to avoid risk, possibly reducing brand visibility for some companies.<\/li>\n<li><strong>Regulator jurisprudence\/views on \u201cdepiction\u201d will matter<\/strong>: The ASA\u2019s early rulings, CAP guidance, and possibly legal challenges will shape what is acceptable. What seems safe in one case may be rejected in another depending on cumulative cues (visual, audio, association).<\/li>\n<li><strong>Public health campaigners may shift focus<\/strong>: Because brand awareness evades partial regulation, campaigners may call for tighter controls on brand messaging or for the definition of \u201cdepiction\u201d to be interpreted broadly. There may be pressure for stricter rules, or push for limiting brand reach in sponsorships, or during children\u2019s programming even if no product is shown.<\/li>\n<li><strong>Seasonal\/holiday adverts will be flashpoints<\/strong>: Christmas, Halloween, etc., when food-centric advertising is heavy. Advertisers during those times need to be especially careful, as creative impulses often include product images, packaging shots, flavor visuals. Some brands already warning that they need to remake Christmas food adverts to avoid product depictions. While I didn\u2019t find a published example of one brand actually remaking yet, several trade umbrella groups caution about the need. (<a title=\"ISBA | UK advertising trade bodies launch LHF advertising restrictions awareness drive\" href=\"https:\/\/www.isba.org.uk\/article\/uk-advertising-trade-bodies-launch-lhf-advertising-restrictions-awareness-drive?utm_source=chatgpt.com\">ISBA<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<p>&nbsp;<\/li>\n<\/ul>\n<hr \/>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt The UK&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,6],"tags":[],"class_list":["post-890674","post","type-post","status-publish","format-standard","hentry","category-gb-news","category-uk-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt - UK News &amp; Updates<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt - UK News &amp; Updates\" \/>\n<meta property=\"og:description\" content=\"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt The UK...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/\" \/>\n<meta property=\"og:site_name\" content=\"UK News &amp; Updates\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-18T14:40:54+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"18 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/ukpostcode.org\/content\/#\/schema\/person\/5529805dee92503827c0c27ed13d55a3\"},\"headline\":\"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt\",\"datePublished\":\"2025-09-18T14:40:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/\"},\"wordCount\":3962,\"publisher\":{\"@id\":\"https:\/\/ukpostcode.org\/content\/#organization\"},\"articleSection\":[\"GB News\",\"UK News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/\",\"url\":\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/\",\"name\":\"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt - UK News &amp; Updates\",\"isPartOf\":{\"@id\":\"https:\/\/ukpostcode.org\/content\/#website\"},\"datePublished\":\"2025-09-18T14:40:54+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/ukpostcode.org\/content\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/ukpostcode.org\/content\/#website\",\"url\":\"https:\/\/ukpostcode.org\/content\/\",\"name\":\"UK News &amp; Updates\",\"description\":\"UK Post Code\",\"publisher\":{\"@id\":\"https:\/\/ukpostcode.org\/content\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/ukpostcode.org\/content\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/ukpostcode.org\/content\/#organization\",\"name\":\"UK News &amp; Updates\",\"url\":\"https:\/\/ukpostcode.org\/content\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ukpostcode.org\/content\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/ukpostcode.org\/content\/wp-content\/uploads\/2023\/09\/cropped-uk-logo-1.png\",\"contentUrl\":\"https:\/\/ukpostcode.org\/content\/wp-content\/uploads\/2023\/09\/cropped-uk-logo-1.png\",\"width\":307,\"height\":85,\"caption\":\"UK News &amp; Updates\"},\"image\":{\"@id\":\"https:\/\/ukpostcode.org\/content\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/ukpostcode.org\/content\/#\/schema\/person\/5529805dee92503827c0c27ed13d55a3\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ukpostcode.org\/content\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6aac6e3af4be1d6689e924bbaccd84fc0cc6c5f6680490dc6f0a1f09b87d57f1?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6aac6e3af4be1d6689e924bbaccd84fc0cc6c5f6680490dc6f0a1f09b87d57f1?s=96&d=mm&r=g\",\"caption\":\"admin\"},\"sameAs\":[\"https:\/\/ukpostcode.org\/content\"],\"url\":\"https:\/\/ukpostcode.org\/content\/author\/admin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt - UK News &amp; Updates","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/","og_locale":"en_US","og_type":"article","og_title":"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt - UK News &amp; Updates","og_description":"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt The UK...","og_url":"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/","og_site_name":"UK News &amp; Updates","article_published_time":"2025-09-18T14:40:54+00:00","author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"18 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#article","isPartOf":{"@id":"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/"},"author":{"name":"admin","@id":"https:\/\/ukpostcode.org\/content\/#\/schema\/person\/5529805dee92503827c0c27ed13d55a3"},"headline":"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt","datePublished":"2025-09-18T14:40:54+00:00","mainEntityOfPage":{"@id":"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/"},"wordCount":3962,"publisher":{"@id":"https:\/\/ukpostcode.org\/content\/#organization"},"articleSection":["GB News","UK News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/","url":"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/","name":"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt - UK News &amp; Updates","isPartOf":{"@id":"https:\/\/ukpostcode.org\/content\/#website"},"datePublished":"2025-09-18T14:40:54+00:00","breadcrumb":{"@id":"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/ukpostcode.org\/content\/brand-advertising-exemption-for-less-healthy-food-and-drink-confirmed-what-it-means-whos-furious-and-how-ad-teams-will-have-to-adapt\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/ukpostcode.org\/content\/"},{"@type":"ListItem","position":2,"name":"Brand-advertising exemption for \u201cless healthy\u201d food and drink confirmed \u2014 what it means, who\u2019s furious, and how ad teams will have to adapt"}]},{"@type":"WebSite","@id":"https:\/\/ukpostcode.org\/content\/#website","url":"https:\/\/ukpostcode.org\/content\/","name":"UK News &amp; Updates","description":"UK Post Code","publisher":{"@id":"https:\/\/ukpostcode.org\/content\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ukpostcode.org\/content\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/ukpostcode.org\/content\/#organization","name":"UK News &amp; Updates","url":"https:\/\/ukpostcode.org\/content\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ukpostcode.org\/content\/#\/schema\/logo\/image\/","url":"https:\/\/ukpostcode.org\/content\/wp-content\/uploads\/2023\/09\/cropped-uk-logo-1.png","contentUrl":"https:\/\/ukpostcode.org\/content\/wp-content\/uploads\/2023\/09\/cropped-uk-logo-1.png","width":307,"height":85,"caption":"UK News &amp; Updates"},"image":{"@id":"https:\/\/ukpostcode.org\/content\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/ukpostcode.org\/content\/#\/schema\/person\/5529805dee92503827c0c27ed13d55a3","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ukpostcode.org\/content\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/6aac6e3af4be1d6689e924bbaccd84fc0cc6c5f6680490dc6f0a1f09b87d57f1?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6aac6e3af4be1d6689e924bbaccd84fc0cc6c5f6680490dc6f0a1f09b87d57f1?s=96&d=mm&r=g","caption":"admin"},"sameAs":["https:\/\/ukpostcode.org\/content"],"url":"https:\/\/ukpostcode.org\/content\/author\/admin\/"}]}},"_links":{"self":[{"href":"https:\/\/ukpostcode.org\/content\/wp-json\/wp\/v2\/posts\/890674","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ukpostcode.org\/content\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ukpostcode.org\/content\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ukpostcode.org\/content\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ukpostcode.org\/content\/wp-json\/wp\/v2\/comments?post=890674"}],"version-history":[{"count":1,"href":"https:\/\/ukpostcode.org\/content\/wp-json\/wp\/v2\/posts\/890674\/revisions"}],"predecessor-version":[{"id":890675,"href":"https:\/\/ukpostcode.org\/content\/wp-json\/wp\/v2\/posts\/890674\/revisions\/890675"}],"wp:attachment":[{"href":"https:\/\/ukpostcode.org\/content\/wp-json\/wp\/v2\/media?parent=890674"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ukpostcode.org\/content\/wp-json\/wp\/v2\/categories?post=890674"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ukpostcode.org\/content\/wp-json\/wp\/v2\/tags?post=890674"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}