With the UK government set to tighten HFSS (high fat, sugar, and salt) advertising restrictions from October 2025, the media and advertising industries are facing a landscape shift. The new regulations significantly limit when and where HFSS product advertising can appear. Navigating this change will require strategic agility, creative thinking and early planning.
From 1st October 2025, HFSS advertising will be banned on Ofcom-regulated TV and on-demand platforms before 9pm, and across all paid-for digital advertising targeting UK consumers at any time. This includes display, video, social media ads, paid search (including retail media), influencer marketing, advertorials and in-game ads.
Even paid listings on aggregator sites like food delivery platforms are covered.
Some formats are exempt – including brand-led campaigns (with careful execution), B2B marketing, digital-only audio (like podcasts and music streaming) and small business ads. However, the burden of compliance and interpretation lies with advertisers, making clarity and foresight crucial.
What Actually Qualifies as an HFSS Ad?
The key test is whether the ‘average UK consumer’ would reasonably identify an ad as promoting a specific less healthy product. Direct reference to HFSS products – including packaging or distinctive branding – are almost certainly within scope. Even stylised or background references can breach the rules, especially for brands closely linked to HFSS categories.
Brand campaigns may be permissible, but only if they avoid product-specific cues. This grey area is sparking debate and uncertainty, as marketers weigh how far they can push messaging without regulatory action.
Industry-Wide Impacts
The impact will extend beyond HFSS categories. All advertisers will feel the ripple, particularly when it comes to AV inventory. As more spend shifts to post-9pm slots, we can expect rising evening airtime costs, relaxation of traditional clash codes and even a shake-up in trading models.
Out-of-home (OOH) media is also expected to feel indirect pressure. As advertisers redirect budget away from restricted digital and AV formats, demand for high-impact, unrestricted formats like OOH may increase – driving up costs and lengthening lead times. Booking early and locking in premium placements will be key.
This is not just a compliance issue – it’s a strategic one. To thrive in this environment, brands must embrace:
Media Effectiveness
The fundamentals remain – campaigns need both reach and resonance. What’s changing is how and when to achieve that reach. As visual inventory tightens, creative effectiveness becomes even more vital.
Fame Campaigns
High-impact, talked-about campaigns can bypass restrictions, sparking organic sharing and coverage. Fame-driven strategies boost ROI and help brands stay visible in lew of paid touchpoints.
First-Party Data
With cookies crumbling and regulations tightening, first-party data has never been more valuable. It enables sharper targeting and more resilient digital strategies across compliant channels.
Cross-Channel Coordination
Alignment across channels, messages, creative assets and timings is now business-critical. Disjointed plans will struggle to perform under these complex conditions.
Looking ahead, the HFSS regulations mark a major shift, but they’re also a catalyst for smarter, more creative marketing. By planning ahead, leaning into brand-building tactics, and investing in fame and first-party data, agencies and brands can turn disruption into a competitive edge.
