Lidl and Iceland ads are first banned under new UK junk food rules

The ASA ruled that Lidl and Iceland’s ads had broken the new rules on the marketing of junk food in the UK. Composite: Shutterstock

Lidl and Iceland have become the first companies to have ads banned after the introduction of rules cracking down on the marketing of junk food in the UK.

The Advertising Standards Authority (ASA) has been policing the ban on ads featuring junk food on TV before 9pm, and in paid online advertising at any time of the day, since 5 January.