Advertising | Retail horizon scan | Reports

Less healthy food and drinks

New rules on TV and online advertising of less healthy food and drink products started on 5 January 2026. Such products are now banned from TV adverts between 5.30am to 9.00pm. In addition, there is now a ban on paid-for online advertising for such products (with some limited exceptions). The Advertising Standards Authority (ASA) has published guidance on advertising less healthy products.

Tobacco and Vapes Bill

This is set to become law in 2026 and will ban advertising and sponsorship for herbal smoking products, cigarette papers, vaping, consumer nicotine products and tobacco products. It is currently progressing through Parliament.

Greenwashing

Please see the ESG section for more information about upcoming developments regarding greenwashing.

Digital Fairness Act

The EU has proposed a new Digital Fairness Act (DFA) planned for Q4 2026. The DFA will tackle unfair commercial practices including dark patterns, influencer marketing, addictive design and targeted advertising. The European Commission launched a public consultation and call for evidence which closed on 24 October 2025. On 19 December 2025, the Commission published a report setting out input to the consultation and call for evidence, this will inform the content of the final version of the Act.

Fraudulent advertising

Under the Online Safety Act (OSA), in-scope service providers must put in place proportionate systems and processes to prevent fraudulent advertising and take it down when made aware. Ofcom is expected to launch a consultation on various duties under the OSA in July 2026 including fraudulent advertising, with final policy statements to be published by mid-2027.

Voluntary Code of Good Practice for prize draw operators

In November 2025, the Department of Culture, Media and Sport published a new code for prize draw operators. This code is for situations where the outcome is determined by chance and where there is both a paid and free entry route to choose from (the code does not cover solely skill-based competitions). The code is intended to strengthen player protections, transparency and accountability. It is voluntary and does not replace existing consumer and advertising law. The Government has indicated it will legislate in this area in future if the code is not adhered to.