The IPA has responded to the launch of the Department for Health and Social Care (DHSC) consultation on applying the Nutrient Profiling Model 2018 to the new less healthy food and drink advertising restrictions and to the separate promotion and placement restrictions, which opened today (25 March 2026).
The restrictions are currently underpinned by the NPM 2004/5 Model which will remain in place until the outcome of the consultation has been reached.
“Agencies spent a lot of time and resources working with clients to get to grips with the new LHF restrictions, only for Government to now consider moving the goal posts”, said Richard Lindsay, Director of Legal & Public Affairs, IPA.
“The prospect of a new nutrient profiling model is deeply frustrating, creating further disruption, added costs and yet more uncertainty for businesses that have been operating in line with the new rules.
“We will, of course, engage fully with the Government’s consultation alongside our trade association colleagues, but the introduction of a new model will only compound the challenges already facing brands and agencies.”