LHF restrictions are coming in to effect – this is why GymTV is a great alternative
From October 2025, new LHF (Less Healthy Food) advertising restrictions will fundamentally change the UK’s media landscape, banning TV ads for LHF products before 9pm nationwide.
For brands that advertise in this space, this represents a major challenge, leading to a loss of prime-time reach and stricter rules on creative messaging.
“The impact of brand ads being caught (by LHF regulations) could amount to hundreds of millions of pounds of lost revenue, redirection of spend outside the UK, or the inability to use (prepared) ad campaigns….“
The Guardian (12 April 2025). Big brands send out barrage of junk food ads before obesity rules bite.
With brands and advertisers looking for ways to adapt, the solution is already here.
Zoom Media’s GymTV product offers a powerful, LHF-friendly alternative. Allowing brands to connect with their target audience at scale without any compromises.
With GymTV, your brand can:
Recover impressions under pressure – In 2019 alone, LHF TV ads were viewed more than 2.9 billion times (GOV.UK)
Test and rotate multiple creatives without pre-watershed content restrictions
Focus in on your audience by location, time of day, and demographic profile
Place your brand directly in front of an active, engaged audience who visit their local gym multiple times a week
Target the in-demand 18-44 demographic that directly overlaps with the key prime-time audience
GymTV is an ideal solution for brands. By combining frequent exposure with precise targeting and creative flexibility, advertisers can adapt to regulations, stay ahead of the curve, and protect revenue. For LHF brands, gym-goers represent an ideal audience; food is already top of mind around workouts, whether it’s planning the next meal or rewarding themselves afterwards, making gyms a prime setting to spark cravings and drive brand consideration when they leave the gym.
To find out more about how GymTV can be the ideal alternative to LHF regulations, get in touch with us below