Lidl and Iceland have become the first supermarkets in the United Kingdom to be sanctioned for violating new restrictions on junk food advertising. Lidl's Northern Ireland branch paid an Instagram influencer to promote a chocolate-and-cream-filled pastry, while Iceland ran ads for sweets and mini spring rolls on the Daily Mail website — both breaches of rules that took effect earlier this year banning high-fat, sugar, and salt food ads online entirely, and restricting them on television outside the hours of 9pm to 5:30am. The UK's Advertising Standards Authority issued no financial fines but ordered both chains to ensure their marketing teams comply going forward; the government estimates the measures will reduce children's calorie intake by 7.2 billion calories, potentially cutting the number of obese children by around 20,000.