Navigating the LHF Advertising Ban
Why Out of Home Is Becoming a Vital Channel for Brands
With new regulations on the horizon restricting the advertising of Less Healthy Foods (LHF) across broadcast TV and paid-for online platforms, brands are facing a significant shift in how they reach consumers. The changes bring both challenges and opportunities—and for many, Out-of-Home (OOH) advertising is emerging as a strategic and effective alternative.
A Familiar Landscape for OOH Unlike other media channels, OOH has been operating under similar guidelines for years. The industry has long implemented self-regulation around LHF, tobacco, alcohol, and gambling—particularly in proximity to schools and public transport spaces.
The 2019 introduction of LHF advertising rules across the Transport for London (TfL) network demonstrated how quickly and effectively OOH media owners can adapt, working closely with local authorities to remain compliant. These established practices provide a helpful roadmap for brands navigating the upcoming TV and online restrictions.
And the results speak for themselves: A leading confectionery brand recently achieved a 3.5% sales uplift by using OOH in a compliant and creative way.
Why OOH Is Uniquely Positioned to Fill the Gap OOH offers a compelling mix of scale, flexibility, and trust:
· It reaches 97% of the UK population every week
· It provides high visibility in real-world, high-traffic environments
· It is one of the last public broadcast mediums still available to LHF brands
OOH doesn’t just drive awareness it contributes directly to sales. Research by Ocean and Ebiquity showed that adding OOH to a TV campaign increased its sales impact by 35%. Meanwhile, Bauer Media Outdoor found that pairing OOH with TV after 9pm led to a 5% boost in sales, compared to a 7% decline when OOH was removed.
Data-Driven, Digitally Capable One of the myths about OOH is that it lacks the precision of digital. But that’s changing rapidly. Thanks to advances in programmatic digital OOH (pDOOH) and dynamic creative tools, advertisers can now tailor messaging based on location, weather, time of day, real-time audience or sales data. These capabilities allow brands to reach specific groups—such as the 18–34 demographic—previously targeted through online ads.
Prepare for Increased Demand With more brands turning to OOH, inventory will become more competitive. Lead times for high-impact formats like digital billboards or transport placements may grow longer, this makes forward planning especially. Whether the goal is to maintain brand awareness or drive sales, securing OOH space early will be key to staying ahead.
Looking Ahead As the advertising landscape continues to evolve, OOH is proving to be a resilient and versatile solution. Its ability to adapt to regulation while still delivering results makes it a reliable channel for LHF brands navigating a changing media environment.
This moment offers an opportunity—not just to pivot, but to innovate. For brands willing to rethink their media mix, OOH is more than a substitute. It’s a strategic advantage. Please contact us for more details.