New research from Oxford Economics highlights the potential impact on advertisers and ad-funded media if the Government adopts a new Nutrient Profiling Model (NPM) for Less Healthy Food (LHF).
The report, commissioned by the Advertising Association, follows the introduction of new LHF advertising restrictions in January 2026 and examines an area not covered by the Government’s own impact assessment: what a change to the NPM could mean for advertising investment and the media businesses that rely on it.
The findings point to significant financial implications across the advertising and ad-funded media sectors, alongside additional regulatory and compliance costs. For advertisers, agencies and publishers, the report provides important evidence on the potential commercial consequences of widening the products captured by the LHF rules, and underlines the need for the impact on advertising investment and ad-funded media to be properly considered as the Government takes its proposals forward.
Download the report here.
Contact Eilidh.Wilson@ppa.co.uk if you have any questions.
