For Q4 2025, ITV's Test Phase LHF Advertising Policy aims to minimise disruption to existing commercial agreements. While we have incorporated flexibility into both programme and break schedules to mitigate potential pinch points, these provisions are not without their own impacts, and therefore, no easy solutions exist.

It is our intention to maintain this autumn Test Phase LHF Policy across the remainder of 2025, however given the uncertainty we face it may be necessary to amend once full detail on advertiser LHF post 21hr plans have been shared with ITV.

Where this policy applies

This policy applies to ‘in-scope advertisers’ defined as those with portfolios inclusive of LHF Products / Advertisers wishing to advertise LHF products. For avoidance of doubt LHF detail is as per the legal requirements in the Communications Act 2003 (as amended by the Health and Care Act 2022) and in accompanying guidance issued by the UK Government.

ITV Commercial Test Phase Policy

1. In-Scope Advertisers running a Non LHF Campaigns:

For advertisers whose campaigns exclusively feature clearcast-compliant Non LHF products or compliant Brand-only advertisements: Existing trading terms will be maintained.

2. In-Scope Advertisers utilising Copy Swap Campaigns:

For campaigns that involve a copy swap, defined as utilising Non-LHF copy (as detailed in point 1) prior to the watershed and LHF copy (in line with copy guideline advice) post-watershed: Existing trading terms will be maintained*.

*Please note that late peak dayparts will not be adjusted or split for pre/post 21:00, and our intention for delivery in this period is to reflect recent years' delivery.

3. In-Scope Advertisers Running Campaigns Featuring Identifiable LHF Product campaigns post 21hr:

• ITV1: +40 base points on deal.​​​​​​

• ITV Digital Channels (ITV DC): +20 base points on deal

• ITVX: Existing trading terms will be maintained.

Conditions for ITV1 & ITV Digital Channels:

• Campaigns intended to run LHF copy on ITV1 and ITV Digital Channels must be booked against efficient trading demos.

• Advertisers are required to supply full provisional approval on the ITV-published Advanced Booking Deadline (ABD) and confirm approvals within existing contractual windows for both ITV1 and ITV Digital Channels to qualify for this pricing.

• Approvals submitted post-ABD may be accepted by ITV, subject to availability and at prevailing market rates.

• LHF campaigns will be eligible for nominated campaign pricing or nominated pool value at equivalent levels to existing levels for the advertiser, subject to agreement with ITV on a monthly basis.

• ITV Digital Channels bookings to be in line with contractual channel split.

• Bespoke clauses will apply to any non standard airtime deal structures such as Contra, Barter or alternative trading arrangements.

• Any campaigns booked as Non LHF campaigns that amend post contractual ABD booking to become LHF Campaigns will be accepted subject to availability and will be subject to market rate pricing.

Conditions for ITVX:

ITVX campaigns must be booked using the designated "LHF campaign identifier” within Planet V.

General Condition: Applicable to all ITV channels and platforms

• All bookings are subject to availability.

ITV intends to maintain its existing clash policy, with the following clarifications effective from October 1, 2025:

ITV may transmit advertisements for the following categories within the same commercial break:

• Fast Food Outlets with Food Delivery Services

• Confectionery with Ice Cream

ITV will provide further policy updates as required following the October booking period.

ITV Partner Sold YouTube

In contrast to most of YouTube where there is a complete ban on LHF advertising, ITV’s YouTube channels are Ofcom-regulated On Demand Programme Services (ODPS) and therefore we are able to run LHF adverts post-21hr in line with ITVX / BVOD regulations. Inventory and packages will be subject to availability. Timeband premiums will not be applied.

Booking System Process:

We intend to send further information regarding booking process detail inclusive of LHF category campaign identifier requirements in the next week.