CAA sets 40% cap on Less Healthy Food & Drink advertising in cinema

UK

CAA sets 40% cap on Less Healthy Food & Drink advertising in cinema: The Cinema Advertising Association (CAA), which regulates advertising exhibition standards across the UK and the Republic of Ireland, has announced new proactive restrictions on High Fat, Salt and Sugar (HFSS) food and drink advertising in cinemas. The move underscores the industry’s commitment to responsible marketing and aligns with upcoming Less Healthy Food & Drink (LHF) legislation.

Starting 1 October 2025, HFSS brands will be restricted to 40% of any cinema advertising reel, matching the current cap applied to alcohol advertising. This step comes well ahead of the statutory LHF legislation, which will apply to television advertising between 5:30 a.m. and 9:00 p.m., and all online advertising from 5 January 2026.

Ensuring Balance in Cinema Advertising

Although cinemas are exempt from the forthcoming LHF restrictions, the CAA has taken a voluntary and proactive stance to maintain balance and diversity in advertising content. The 40% HFSS cap is designed to prevent the overrepresentation of less healthy food and drink ads, especially as advertiser demand for cinema screens continues to grow.

According to the CAA, the measure aims to protect the cinema-going experience, maintaining it as an accountable and trusted audiovisual (AV) advertising channel that delivers strong engagement without overwhelming audiences.

Industry Leaders Support Responsible Standards

Davina Barker, Sales Director at Digital Cinema Media, emphasized the industry’s commitment to quality and accountability. She said,

“For more than a decade, cinema’s pre-show 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 at Pearl & Dean, echoed this sentiment, highlighting cinema’s unique role as a premium advertising platform.

“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.”

Reinforcing Cinema’s Responsible Role

With this forward-looking initiative, the CAA aims to uphold high standards in advertising ethics while adapting to evolving public health expectations. The 40% cap reflects a deliberate effort to balance commercial interests with audience well-being, reinforcing cinema’s position as a safe, engaging, and responsible advertising medium.

As the LHF legislation takes effect in other media next year, cinema’s early action sets a benchmark for voluntary regulation and demonstrates the sector’s dedication to self-governance and social responsibility.