Where are all the mince pies? Still in Christmas advertising it seems, despite the Less Healthy Food and drink (LHF) restrictions.
The voluntary period banning foods that are high in fat, salt and sugar (HFSS) began on 1 October this year for paid online ads and TV with a 9pm watershed, just in time for a snowstorm of Christmas advertising. As of 5 January 2026, the voluntary period ends and it will be compulsory for brands.
In this episode, Campaign's editorial team discuss the festive ads from big brands like Waitrose, Tesco and M&S Food, and how the restrictions have impacted their creative campaigns and media plans. Are the ads devoid of Christmas food, or have brands found loopholes to feature their less healthy food products?
Hosted by tech and multimedia editor Lucy Shelley, this episode includes creativity and culture editor Gurjit Degun, deputy creativity and culture editor Charlotte Rawlings and media editor Beau Jackson.
Further reading:
Christmas 2025 round-up: watch all the festive ads
Is adland ready for the less healthy food ad restrictions?
How to avoid detention over less healthy food ad rules
ISBA warns NHS' 10 Year Health Plan could mean more products may be covered by LHF rules
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