The Advertising Standards Authority (ASA) clears advertising for major takeaway brands including Domino’s, Papa John’s, KFC and Burger King despite the introduction of new rules aimed at reducing the promotion of less healthy food and drink. Reports say the ASA considers specific products named in the complaints and concludes that they are not classified as less healthy under the relevant food profiling regulations. The ASA also acknowledges that some products may be commonly assumed to be less healthy, but that the regulatory classification does not align with those assumptions in this case. As a result, the ads are allowed to run rather than being removed or amended. The outlets covering the decision describe it as a test of how the new junk food restrictions are applied to real menu items marketed in advertisements. Overall, the decisions indicate that compliance depends on how the particular products advertised are assessed under the framework, not simply on consumer perceptions of the brands or the general category of food.