United Kingdom: Advertising, Marketing & Branding

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Entertainment law, media law and telecoms law thought leadership, articles, podcasts, videos and webinars from expert sources across the legal world. Explore insights covering topics such as advertising, marketing and branding, broadcasting, gaming, hotels and hospitality, publishing, and mobile and cable communications.
Podcast
The Adlaw Insights Podcast With Brinsley & Geraint: Subscriptions Fast Tracked, The LHF Ad Ban In Action And The Latest On Green Claims
Geraint Lloyd-Taylor and Brinsley Dresden explore the accelerated implementation of the DMCCA subscription regime, examining recent advertising rulings for less healthy foods and the evolving landscape of environmental marketing claims. The discussion provides actionable guidance for businesses navigating these regulatory changes.
United Kingdom Media & IT
LS
Lewis Silkin
Article
Responsible AI In Marketing: Applying The ICC Advertising And Marketing Communications Code
The International Chamber of Commerce has published guidance on how its Advertising and Marketing Communications Code applies to AI use in marketing. As AI reshapes advertising creation and delivery, this guidance confirms that existing principles of legal, decent, honest and truthful advertising apply equally to AI-generated content, while providing practical checklists for organizations to ensure compliance with transparency, responsibility, and consent requirements.
United Kingdom Media & IT
BS
Burges Salmon
Article
Comprehensive Ban On Gambling Advertising Recommended By New Lords Report
The House of Lords Liaison Select Committee has recommended a comprehensive ban on gambling advertising in the UK, a move that could fundamentally reshape how brands, platforms, and agencies approach gambling-related marketing across all major channels. With the UK gambling industry currently spending over £1 billion annually on advertising and an estimated 1 to 1.5 million adults meeting the criteria for problem gambling, the report concludes that existing regulations have failed to address gambling-r
United Kingdom Government
LS
Lewis Silkin
Article
ASA Rulings Target Fashion Retailers’ Environmental Product Claims
The ASA's recent rulings against major fashion retailers Adidas, UNIQLO, and Calvin Klein reveal a strict regulatory stance on environmental claims, particularly regarding "recycled" and "organic" product descriptions. These decisions demonstrate that consumers interpret such terms as absolute claims about entire products, requiring comprehensive substantiation. Retailers must now carefully frame environmental claims with precise qualifications or risk regulatory action.
United Kingdom Consumer
RPC
Article
HFSS: ASA Rulings Provide Clarity On Where “brand Advertising” Ends And Product Advertising Begins
The UK's Advertising Standards Authority has issued new guidance on how it will enforce restrictions on advertising less healthy food and drink products online and on television. Through several July 2026 rulings involving major brands like M&M's, Domino's, and KFC, the ASA clarified when the 'brand advertising exemption' applies and when product imagery crosses the line into depicting specific restricted products.
United Kingdom Media & IT
RPC
Article
Beyond Special Category Data: ICO Signals New Era Of Neurodata Regulation
The UK Information Commissioner's Office has published findings from a citizens' jury examining public attitudes toward neurotechnology and neurodata collection. Twenty UK residents deliberated on how to balance the benefits of brain-monitoring devices against privacy risks, revealing strong support for medical applications but significant opposition to workplace productivity monitoring and concerns about discrimination against neurodiverse individuals.
United Kingdom Privacy
FL
Freeths LLP
Article
Clear To Register, But Safe To Use?
When Bobbi Brown's Jones Road Beauty launched its "Wide Awake" concealer, a trademark search showed the name was clear. However, Molly Sims' YISE Beauty was already selling a "Wide Awake" eye cream, forcing a costly product rename. This case illustrates why comprehensive brand clearance must extend beyond trademark registers to include marketplace searches, social media monitoring, and competitor analysis—especially in crowded sectors where unregistered use can create significant commercial and legal
United Kingdom IP
MC
Marks & Clerk
Article
Marketing Using AI: New Tech, Same Old Stereotypes?
Recent ASA decisions highlight how AI-generated advertising content can perpetuate harmful gender stereotypes and offensive imagery, particularly through deepfake technology. As generative AI becomes increasingly prevalent in marketing campaigns, regulators are emphasizing that marketers remain fully responsible for ensuring their AI-generated content complies with advertising standards, regardless of the technology used to create it.
United Kingdom Technology
MR
Mills & Reeve
Article
Counting The Cost Of False Association: When Does Use Of A Mark Go Beyond Information And Become Infringement?
The High Court examined whether an events company's use of prestigious brand names like VANITY FAIR and GQ on its website constituted trade mark infringement and passing off. The case centered on whether promotional references to exclusive invitation-only events crossed the line from legitimate identification to misleading consumers about a commercial connection with the trade mark owner.
United Kingdom IP
WS
Winckworth Sherwood
Article
That's A Wrap: ASA Serves Up A Feast Of Analysis On Popeyes' Breakfast Ads
The ASA's ruling on Popeyes' breakfast menu advertising reveals the intricate visual analysis required under new HFSS regulations. Can the colour of a hash brown's seasoning determine whether an advertisement complies with restrictions on less healthy food promotion? This detailed examination of two Instagram ads demonstrates the granular approach regulators are taking to food advertising compliance.
United Kingdom Media & IT
LS
Lewis Silkin
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