Amazon Fresh has been ordered not to repeat an Easter-themed Instagram advertisement after the Advertising Standards Authority (ASA) ruled that it breached new restrictions on the online promotion of less healthy food products.
The ruling centres on a paid-for Instagram ad seen in March that promoted Amazon Fresh's same-day grocery delivery service and featured images of a tub of Lurpak Lightly Salted butter, a pack of Aunt Bessie's 10 Proper Good Large Yorkshires and a Cadbury Creme Egg Easter egg.
The ad carried the message: "Your big Easter grocery shops. All delivered same-day amazon fresh".
The complaint was brought by campaign group Bite Back, which challenged whether the advert promoted an identifiable less healthy food product in breach of rules that came into force on 5 January 2026.
Under the new CAP Code restrictions, advertisers are prohibited from paying to place online ads for identifiable less healthy food and drink products. The rules form part of wider efforts to reduce exposure to products high in fat, salt and sugar (HFSS).
Amazon Fresh acknowledged that the Cadbury Creme Egg Easter egg featured in the advert was classified as a less healthy food product. The retailer said the ad had been included in its Easter 2026 campaign in error and that it had since strengthened its compliance procedures for HFSS products.
In its assessment, the ASA said consumers would reasonably identify the advertisement as promoting both the Amazon Fresh service and the specific products shown.
While the regulator found that neither the Lurpak butter nor the Aunt Bessie's Yorkshire puddings fell within food categories covered by the legislation, it concluded that the Cadbury Creme Egg Easter egg did.
The ASA noted that the product was classified as HFSS and fell within the legal category covering confectionery, including chocolates and sweets.
"We therefore concluded that the Cadbury Creme Egg Easter egg was a 'less healthy' food, the advertising of which was restricted by the less healthy food rule," the regulator said.
The watchdog ruled that the advert was a paid-for online ad for an identifiable less healthy product and therefore breached the CAP Code.
As a result, the ad must not appear again in its current form. The ASA also instructed Amazon Fresh to ensure future paid online advertising does not feature identifiable less healthy food products.
The ruling is the latest sign of the ASA's tougher stance on HFSS advertising since the new restrictions took effect in January. In April, Lidl and Iceland Foods became the first retailers to have adverts banned under the regime.