CAA sets 40% cap on HFSS advertising in cinema
The Cinema Advertising Association (CAA), will introduce new proactive restrictions on the advertising of High Fat Salt and Sugar (HFSS) Food and Drink Products in Cinemas from 1st October 2025.
This is in light of the Less Healthy Food & Drink (LHF) legislation which will statutorily apply only to television between the hours of 5.30am and 9pm and all online advertising from the 5 January 2026 but is being actively put in place on 1 October 2025 due to a voluntary agreement.
From the 1 October 2025, HFSS brands will be limited to 40% of any cinema advertising reel, matching the existing limit in place for alcohol advertising. With an increase in demand from advertisers in cinema, the new measure is set to ensure that LHF legislation does not result in a domination of HFSS advertising with those films permitted to carry it.
While cinema remains exempt from the LHF rules, the CAA has opted to take proactive measures to introduce its own HFSS 40% cap now to ensure balance and variety in its advertising reels. The move is designed to maintain the experience of cinema audiences nationwide, while reinforcing cinema’s reputation as a trusted and accountable AV advertising channel.
Davina Barker, Sales Director, Digital Cinema Media said, “For more than a decade, cinema’s preshow has been capped at 11 minutes, minimising disruption for audiences and maintaining the quality of cinema’s unique environment. Introducing a 40% limit for LHF brands is the next step in upholding these standards. Cinema delivers one of advertising’s most attentive and young audiences – but this comes with responsibility. By self-regulating, we protect the experience for cinemagoers while giving brands the opportunity to create memorable, culturally resonant campaigns on the big screen.”
Clare Turner, Chief Commercial Officer, Pearl & Dean said: "Cinema has always been about delivering a premium, trusted environment for both audiences and advertisers. By introducing a 40% cap on Less Healthy Food & Drink advertising, we’re ensuring that cinema remains a balanced and responsible channel while still offering brands the chance to harness the unique impact of the big screen. This proactive step reflects our commitment to audience experience and to maintaining cinema’s reputation as one of the most effective and accountable platforms in the AV landscape."
For further advice on existing HFSS restrictions for cinema or a food or drink advertising campaign, please contact [email protected] who will be happy to assist.
