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HFSS refers to foods high in fat, sugar, and salt. These products have long been part of supermarket promotions and advertising campaigns. But new policy changes launched in 2026 are reshaping the landscape.
For brands and retailers, the shift is not simply about compliance. It signals a broader change in how food marketing operates. Understanding the intention behind these rules and adapting strategies early will be essential for maintaining visibility and relevance.
Let’s explore what is changing and what it means for the industry.
The UK government introduced HFSS restrictions as part of a wider strategy to reduce childhood obesity and encourage healthier consumption habits.
Early measures focused heavily on in-store placement and promotions, limiting tactics such as:
These measures aimed to reduce impulse purchases of high-fat, high-sugar, and high-salt foods. The legislation specifically targeted prominent product placement within retail environments, as detailed in this overview of the HFSS placement legislation.
However, policymakers recognised that modern purchasing behaviour extends far beyond physical stores. Consumers encounter food brands across television, streaming platforms, social media, online retail environments, and digital advertising.
The next phase of regulation therefore shifts focus toward advertising exposure, particularly when children are likely to be part of the audience.
Beginning in 2026, new HFSS advertising restrictions will limit how certain food products can be promoted across broadcast and digital media.
The most notable change is the 9pm watershed for HFSS television advertising. Brands will not be allowed to advertise HFSS products on TV before 9pm, reducing exposure during hours when younger audiences are most likely watching.
Digital advertising will also face tighter rules. Paid online promotions for HFSS products will be restricted across platforms such as:
The aim is to reduce the visibility of HFSS marketing across environments where younger audiences spend significant time.
While the regulations focus primarily on protecting children, the ripple effects will influence the entire marketing ecosystem.
Interestingly, industry analysis suggests that the overall financial impact on advertising spend may be smaller than many initially feared. Research indicates that HFSS advertising represents a relatively small portion of total UK advertising expenditure. Some estimates suggest that the restrictions may affect roughly 1% of total advertising spend, according to industry reports on the expected impact of the HFSS advertising ban.
However, the impact varies significantly depending on the category. Brands operating heavily in snacks, confectionery, ready meals, and sugary beverages may feel the changes far more than brands positioned around healthier products.
For these companies, the challenge is less about budget and more about rethinking where and how marketing appears.
The restrictions do not eliminate marketing opportunities. They simply reshape them.
Food brands will need to adjust their strategies across several areas.
Some companies may explore reformulating products to fall outside HFSS classification thresholds. Small adjustments in sugar, salt, or fat content can shift a product’s regulatory category, opening up advertising opportunities.
Brands with broader product ranges can shift marketing focus toward items that do not fall under HFSS restrictions. Highlighting healthier alternatives becomes both a compliance strategy and a positioning opportunity.
Another emerging approach is brand advertising rather than product advertising. Instead of promoting a specific HFSS product, campaigns focus on the brand identity, values, or broader product range.
This allows companies to maintain brand awareness while remaining within regulatory boundaries.
As traditional advertising becomes more restricted, brands may rely more on:
These strategies focus less on direct promotion and more on storytelling and brand affinity.
Retailers also play a critical role in the HFSS transition.
Supermarkets and online grocery platforms must ensure that product placement, promotions, and digital merchandising comply with HFSS rules.
This includes adjustments to:
Retailers will increasingly collaborate with brands to ensure marketing strategies align with both regulatory frameworks and shopper experience.
Beyond compliance, the HFSS changes reflect a broader shift in expectations around food marketing. Consumers today are more conscious of health, nutrition, and transparency. Governments are responding to these concerns by encouraging industry practices that support healthier environments.
For brands, this presents both a constraint and an opportunity. Companies that embrace product innovation, transparent communication, and responsible marketing practices can build stronger long-term trust with their audiences. As highlighted in this analysis of the new HFSS advertising framework, brands will need to rethink how they promote products while staying compliant with the evolving regulations.
“HFSS restrictions are forcing brands to rethink how they show up creatively, especially in paid social, where showing the finished product is often no longer permitted. When launching Lyle’s Ice Cream, we couldn’t feature the ice cream itself in paid activity, which naturally makes driving appetite appeal more challenging.
Instead of seeing this as a limitation, we used it as a creative springboard. Lyle’s has strong, recognisable brand assets, so we leaned into those and used playful visual cues to make the product unmistakable without ever showing it. One of the standout executions used an ice cream cone paired with an invisible scoop, represented through a subtle halo outline, clearly signalling ice cream while staying fully HFSS compliant.
It’s a great example of how constraints can sharpen creativity. By focusing on distinctive brand cues and suggestions rather than literal product shots, we created work that still grabs attention, communicates clearly, and keeps the brand front of mind, proving that even under tighter regulations, strong ideas still cut through.”
- Ben Turnbull, Account Director, Together Agency
HFSS regulations mark an important turning point for food advertising in the UK. While the restrictions introduce new limitations, they also encourage brands to rethink how they connect with consumers. Success will depend on adaptability, creativity, and a deeper understanding of changing consumer expectations.
For food brands navigating the evolving landscape, the goal is no longer just visibility. It is responsible engagement that aligns marketing with both regulation and public health priorities. The brands that adapt early will be the ones best positioned to thrive in this new environment.
If your brand is navigating these changes and looking for the right advertising approach, Together can help. Get in touch with the team to explore strategies that keep your campaigns impactful while staying ahead of evolving regulations.
