Deliveroo is updating our tools and partner processes to help affected brands stay compliant.
Who Is Affected
You’re in scope if your brand:
Has 250+ employees (this includes company-level size, not just franchise outlets)
Runs paid advertising for specific food or drink items within the UK
What Counts as “Less Healthy Food”?
A product is considered LHF if:
It falls within regulated categories (e.g. certain food or drink groups), and
It scores:
4 or more for food
1 or more for drink
on the UK Nutrient Profile Model
Deliveroo Tooling Updates
1. Ads Hero Image (For Paid Placements)
When you pay for a featured or promoted position (e.g. carousel or sponsored placement), you’ll be required to use a compliant ad image.
How to upload a compliant Ads Hero Image:
Go to the Ads section of Partner Hub.
A pop-up will notify you that your image must comply with LHF regulations.
Alternatively, you can click the warning message at the top of the homepage.
Upload and confirm your compliant image.
This image will automatically apply to all ad listings under your organisation.
Please note your new image might take approximately 10 minutes to show to the consumer.
4. If you would like to use different ad photos for different sites, you can do this by clicking Add ad photo in the top-right corner. From there, you can assign an image to the specific sites you want it to appear on. When you do this, a photo group is created.
Once a group is created, all selected sites will automatically be linked to that photo group.
You will then have the option to name your group to help you keep things organised.
Please note:
It isn’t possible to edit the image or change which sites are included in an existing group.
You can delete a group at any time. If you delete a group, all sites within it will revert back to the default group (this is the very first group you created).
If you upload the wrong image or accidentally add the wrong sites to a group, you will need to create a new group with the correct image and site selection.
2. Menu Tagging
Marking items as “Less Healthy Food” ensures they are excluded from sponsored placements such as:
Search results
Cuisine tiles
Homepage promotions
Note: These items won’t be visibly flagged as LHF to customers in the app — tagging is for compliance only.
How to Tag Items in Menu Manager
Go to your item list in Menu Manager.
On the right-hand side of each item page, select the checkbox to mark it as “Less Healthy Food”.
Once marked, these items will automatically be excluded from ad placements in search and promotions.
How to Tag via API
For integration partners:
Use the Menu API to apply a “Less Healthy Food” classification.
You’ll need to build this functionality into your menu management experience.
Once tagged, these items will also be excluded from paid ad placements.
Further Resources
For more details about the UK regulation, visit the UK Government’s official Less Healthy Food regulation page.