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The UK's rules on advertising less healthy food and drink are among the strictest in the world. Here's a plain-English guide to what's restricted, what counts as HFSS, and how brands can keep advertising compliantly.

A plain-English, continuously updated guide to the rules that govern UK advertising — the ASA, the CAP Code, HFSS food rules and the DMCC Act — with all our latest rulings coverage.

The ASA has banned a Grain Connect email that claimed Virgin Media's takeover of YouFibre would trigger in-contract price rises, ruling the competitor comparison misleading and unsubstantiated.

The Advertising Standards Authority has issued its first rulings under the UK's new 'less healthy food' advertising restrictions, banning Instagram ads from M&M's and a Morley's franchise while clearing several rivals.

New consumer-protection powers under the DMCC Act are reshaping how UK brands can market online — with the CMA able to fine up to 10% of global turnover.