Life under LHF: a media perspective

The formal introduction of Less Healthy Foods (LHF) advertising restrictions is more than another layer of regulation. It marks a shift in how food and drink brands show up for their audiences. While product-led strategies adjust to the tightened rules, there’s still ample room for creative, responsible approaches that build relevance.

Within LHF-impacted categories, this is the moment to lean into storytelling, context, and brand values. Smart media pivots can protect campaign performance now while simultaneously building brand equity. Through this lens, LHF marks a watershed moment for how food and drink creatively connect with consumers.

Adjusting media plans 

We’re already seeing product-led creative from some affected brands shift into out-of-scope channels, opening up inventory as LHF brands pull back from regulated channels. This intensifies competition within more in-demand environments for LHF-focused work. As LHF enforcement matures, it's worth remembering that not all media are equal in the eyes of consumers when it comes to ads.

Recent Kantar research points to podcasts, influencer content, online newsbrands and their magazines as high-receptivity environments for advertising among consumers, with marketers already planning increased spend in influencer and audio for 2026. Under LHF, successful campaigns will recognise media with high engagement and attention, reflecting where audiences are both open to messages and motivated to act.

Consumers want broader accountability

LHF at its heart encourages healthier decisions, addresses growing childhood obesity and encourages more responsible targeting — all goals supported by most consumers. Our Horizons research found that nearly half (49%) of our readers support stronger regulation of LHF products. This accountability extends beyond brands to the retailers: three in five consumers believe supermarkets have a specific responsibility to promote healthy lifestyles.

That puts category advertisers in a powerful position to lead, educate and support change and reinforce brand identity. Practical guidance, credible voices, and content combine to help audiences navigate their lifestyle choices. Advertisers that embrace this aspect of LHF will deepen trust and build longer-term loyalty: a win-win.

Short-term fixes vs. long-term strategy

Shifting spend into out-of-scope media may preserve product support for the short term, but it can reduce targeting precision with some media, such as Out-Of-Home. This risks inviting future additional restrictions if vulnerable audiences are still exposed to proactive LHF ads. Reframing LHF advertising addresses important consumer demands, emphasising context, benefits, responsible consumption and brand storytelling. Media selection also matters. Print, for example, is much less likely to be seen by children, while offering high-attention environments where messaging can be tailored with precision.

Reformulation updates

Some brands responded to the LHF rules by reformulating their products to remain unaffected. We’re now hearing from agencies and brands that they anticipate an update to the Nutrient Profiling Model, which could bring more products back into the LHF scope. Reformulated brands should revisit planning and campaign execution, focusing on accurate targeting, building trust and informed consideration.

Speed and accuracy are key in competitive categories

Price competition in LHF categories is rife; their advertising must be fast and precise. That’s one driver for increased interest in our channels during the voluntary adoption period: publishing can reach adult, informed audiences at a broadcast-level scale, without the wastage.

Some of the earliest post-LHF campaigns prove how significant impact remains possible. Take Metro’s execution for McDonald’s “secret menu” promotion: pairing the right creative with the right media vehicle, the promotion has landed with scale and buzz while staying compliant. Expect to see more premium-impact formats introduced in out-of-scope media — for us, this means front-page letterbox units, distinctive shapes on pages two and three, supported with compliant, high-attention digital brand placements for quick activation and measurable outcomes.

Advise, inform and entertain

LHF compliance needn’t limit creativity. It refocuses it. We are seeing client briefs which seek to advise, inform and entertain, rather than solely driving impulse. Publishing’s trusted environments are well-suited to brand storytelling, where engaged readers give attention to well-crafted narratives. In categories where clarity and credibility matter more than ever, those qualities are competitive advantages in a media plan. We expect to see more brands seeking editorially-aligned content, expert voices, and multi-format narratives tapping into our whole proposition, letting audiences choose how to engage — whether that’s reading, listening, watching or interacting.

Multi-platform partnerships

Publishers bring reach, trust and multi-platform flexibility across audio, digital, video, print and social — ideal for LHF creative goals. With creator media and audio among our fastest-growing propositions, we can tailor compliant environments that deliver on both scale and attention. Adding print to the mix delivers adult-focused reach and premium impact; audio and influencer content bring personality and intimacy; online news and lifestyle content add credibility and context. 

To navigate the new regulatory process, brands, agencies, and media partners must be completely transparent when planning campaigns. Asking tough questions about products may be essential to ensure responsible, effective and compliant strategies. Under LHF, this honest collaboration is no longer an optional extra. It will be the foundation for success.