Lidl and Iceland ads banned following new government rules
Ella Scott
Featured Image Credit: Arnaud Eeckhout/Getty Images
Advertisements promoting Lidl and Iceland products are among the first to be banned by the Advertising Standards Authority (ASA) amid the UK government’s determination to lower childhood obesity risk.
On 5 January, adverts showcasing ‘unhealthy food’ and items considered high in fat, salt and sugar (HFSS) were denied permission to be shown on television between 5.30am and 9pm by The Food and Drink Federation (FDF).
Retailers are also restricted from promoting HFSS products online at any time.
The ban affects 13 food categories, including soft drinks with added sugar, pizza, pastries, and crisps, among other supermarket staples.
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It’s estimated that these rules will prevent up to 20,000 cases of childhood obesity, described by Dr Clare Hambling, NHS National Clinical Director for Diabetes and Obesity, as ‘one of the biggest threats to health in the UK’.
The ASA has confirmed that one advertisement for Lidl Northern Ireland and two for Iceland are the first to be banned under the new rules, as each celebrated HFSS items.
The first video that fell foul of the ‘junk food ban’ was an Instagram post featuring influencer Emma Kearney trying a cheese pretzel and Pain Suisse from Lidl Northern Ireland.
The former was not categorised as HFSS and therefore did not fall within restrictions.
However, the French viennoiserie - also known as ‘Swiss bread’ - was negatively marked as it is classified as both HFSS and as a sweetened bread product.
In a statement for FOODbible, a Lidl spokesperson said: "At Lidl, we take our responsibility with regards to the promotion of less healthy food and compliance with advertising laws seriously.
"We are committed to supporting customers in choosing healthy foods and a balanced diet as part of our overarching nutrition strategy. In this case, we accept that one of our partner's social media posts unintentionally fell short of new advertising standards regarding the promotion of less healthy food.
"We are prioritising a review of all content to ensure full compliance with all applicable advertising legislation," they added.
Iceland, the British frozen food supermarket chain, confirmed that it had been penalised after two of its adverts included: a tub of Swizzles Sweet Treats; a packet of Chupa Chups Laces; a bag of Chooee Disco Stix; and a bag of Haribo Elf Surprises.
All four items were classed as HFSS under the new UK legislation.
The retailer also provided nutrient profile information from their supplier that confirmed Pringles Sour Cream & Onion crisps, also included in the promotional clips, were not an HFSS product.
Various other items that appeared in the ads were cleared of any wrongdoing.
These were: Lurpak Spreadable Butter; a Luxury Aberdeen Angus Beef Roasting Joint; Vegetable Spring Rolls; and Sticky Chicken Skewers.
In a statement, an Iceland spokesperson said: “The products highlighted were part of a bigger range in the specific display ad and were featured due to a technical fault with a data feed from a third-party supplier.
“As the ASA has pointed out, these initial rulings are helping to build a clearer picture of how the new rules are applied, following the initial confusion and debate around the regulations.”
FOODbible has contacted Iceland for further comment.
Iceland was not punished for influencer John Fisher - known online as Big John - promoting various products at a new German Doner Kebab outlet.
The watchdog reasoned that the specific items that the 52-year-old ‘Boshfather’ highlighted were not classed as ‘less healthy foods’.
Similarly, the ASA has cleared an On The Beach advert promoting free airport lounge access.
The video in question depicted a child approaching a buffet and selecting a chocolate ring doughnut.
Despite the product being an HFSS item, the agency said viewers would see the advert as an example of what was available through the lounge, rather than a promotion for the sweet treat in general.
Therefore, the On The Beach clip was allowed to stand as it had not broken the new rules.
Speaking about the recent advert bans, Guy Parke, ASA chief executive said: “As the ad regulator, our role is to remain impartial and independent, making sure our new LHF rules, which reflect the law, are applied fairly and consistently.
“These initial rulings are an important step in building a clearer picture of how the rules are applied in reality.
“We’ll be continuing to play our role in administering and enforcing them, including by using tech-assisted proactive monitoring.”