IPA welcomes final ASA guidance on LHF advertising rules

The new rules will be incorporated into the CAP and BCAP Codes

The ASA has now published its response to its consultation on incorporating the new LHF advertising rules into the CAP and BCAP Codes. This includes the final version of the statutory guidance that industry has been expecting for so long.

Although the rules don't come into effect until 5 January, the guidance is now 'live' as advertisers and agencies wanting to advertise from that date will be expected to start using it to ensure their campaigns are compliant.

Richard Lindsay, Director of Legal & Public Affairs, IPA, said: "It has been a long time coming, but we are pleased that the ASA has finally published its statutory guidance on the new LHF advertising rules. Industry has done a great job of complying with the voluntary agreement struck with the Government which came into effect on 1 October. Now agencies and advertisers can use the guidance to aid compliance for those ads in restricted media that are due out from 5 January next year."

View the full statement and guidance from the ASA, including secondary advice resources which agencies are urged to review

Watch the joint industry webinar hosted by the AA, IPA, ISBA and IAB to mark the ASA’s publication of final guidance for the UK’s new LHF advertising restrictions, to explain what changes on 5 January 2026 and how the ASA will enforce, and access a copy of the CAP and ASA slides.