A social media influencer's paid Instagram post promoting Lidl pastries has become one of the first advertisements banned under the UK government's new junk food advertising rules. The Advertising Standards Authority ruled that Emma Kearney's post featuring cheese pretzels, pain Suisse, and almond croissants violated regulations because the pain Suisse is classified as a food high in fat, salt or sugar (HFSS).

However, the ASA allowed an Instagram post by influencer John Fisher, known as Big John, to stand despite promoting German Doner Kebab menu items including an Inferno OG chicken kebab and chicken doner burrito. The watchdog determined these dishes did not meet the government's definition of less healthy foods under the nutrient profiling model. The new rules, which took effect in January, ban ads for unhealthy food products on television between 5:30am and 9pm and in paid online media at any time.

Other banned advertisements include online display ads for Iceland featuring sweets classified as less healthy and a Lidl influencer campaign. The ASA is using AI tools through its "active ad monitoring" system to identify problem ads. Critics argue the legislation contains gaps that allow unhealthier foods to slip through, while the advertising industry has criticized the heavy-handed approach. Nesta, the research and innovation foundation, warned the rules could become more "paper tiger" than effective public health intervention.