As the UK prepares to implement stricter restrictions on advertising high fat, salt, and sugar products in 2026, brands are reimagining their strategies, embracing experiences and emotional connections to stay relevant amid regulatory challenges.
As the UK prepares to implement expanded restrictions on advertising high fat, salt, and sugar (HFSS) products, businesses face a seismic shift in how they engage consumers. Set to take effect on 5 January 2026, these regulations have already sparked a wave of reformulation efforts across the food and beverage industry, with brands scrambling to adapt to a landscape where traditional promotional tactics are increasingly out of reach. Yet, as Alessandro Camaioni of Momentum Worldwide aptly observes, constraints may present unforeseen opportunities for creative brand engagement.
The new legislation, part of a broader strategy to combat obesity, imposes significant limits on advertising HFSS products, particularly during prime viewing hours. This decision follows pressures from the food industry and media outlets, which argued that the original guidelines could inadvertently hamper brand identity, even when unhealthy products were not highlighted. Health advocates, however, remain concerned that such exemptions might undermine efforts to protect children from pervasive marketing influences, underscoring the tension between commercial interests and public health goals.
The statistics are staggering; as of 2020, roughly 34% of food purchases in the UK were made with promotional offers, yet this approach has gradually eroded brand equity. With 40% of take-home food spending tied to HFSS products, brands are compelled to rethink their strategies. This urgent need for re-evaluation isn’t merely about reformulating recipes but understanding the essence of brand value itself. Camaioni suggests that brands must shift focus from promotional mechanics to crafting deeper connections with consumers through experiences. His viewpoint is echoed by data indicating that emotional engagement often outpaces traditional promotional methods in building brand loyalty.
Innovative approaches are emerging. For instance, luxury brands like Louis Vuitton have already embraced experiential marketing by opening cafes that offer consumers a taste of the brand’s lifestyle—de-emphasising the product itself in favour of a narrative. This ‘brand sampling’ paradigm, as outlined by strategist Satya Naagesh, involves creating multisensory touchpoints that deepen emotional connections with consumers. He argues that while traditional sampling relies heavily on direct product interaction, a focus on creating memorable brand experiences will resonate more deeply in a heavily regulated environment.
Rather than merely adhering to compliance measures, brands have the potential to redefine their retail presence by embedding themselves in consumers’ lives. Initiatives could include unique serving experiences or collaborations with artists to create branded events that resonate on sensory and emotional levels. Häagen-Dazs, for instance, might not need prime shelf space if it can encapsulate the essence of indulgence through curated experiences that allow consumers to engage with the brand beyond the product itself.
This imperative for innovative marketing takes on added urgency as brands must pivot from the impending regulations. Given that paid advertising across traditional and digital platforms will face new restrictions, businesses are likely to invest more in organic growth strategies, such as influencer partnerships and experiential marketing that emphasises lifestyle rather than product-centric promotions. The real challenge will be to adapt quickly, lest they lose visibility among younger audiences who might become less reachable through conventional channels.
In confronting these complex changes, brands must resist the quick fix of simply reformulating products. Instead, they should strive to create meaningful narratives that resonate with consumers on a personal level. This paradigm shift signifies that the future of brand engagement will not be defined solely by product attributes but by the rich, emotional landscapes they weave into consumer lives—a process that not only adheres to the new regulations but can also rekindle cultural relevance amid shifting consumer expectations.
Ultimately, as marketers adapt to these unfolding changes, the most successful brands may emerge not by merely jockeying for shelf space or ad placements, but by embedding themselves in the narratives of their consumers’ lives, satisfying a deeper hunger for connection that transcends any regulatory constraints.
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Source: Noah Wire Services
- https://www.thedrum.com/opinion/2025/06/06/when-hfss-regulations-hit-brand-engagement-will-prove-key – Please view link – unable to able to access data
- https://www.ft.com/content/a4a5d5f8-a3b7-4073-a41d-01fd23581d64 – The UK government has postponed the implementation of a ban on junk food advertising before 9pm, originally set for October 1, 2025. The new enforcement date is January 5, 2026, allowing for changes in guidance to exclude pure brand advertising from the ban. This decision follows lobbying from food brands and broadcasters, who argued that the initial interpretation threatened brand promotions even when unhealthy products were not featured. Health advocates may criticise the revised approach, fearing that brand advertisements could still influence children. The Department of Health emphasised the public health necessity of tackling childhood obesity and confirmed that from January 2026, there will be a legal obligation preventing less healthy product ads before 9pm on TV and anytime online.
- https://www.kantar.com/uki/Inspiration/FMCG/How-can-brands-and-advertisers-respond-to-the-HFSS-restrictions – The UK Government’s proposed legislation on promoting high fat, salt, and sugar (HFSS) products is expected to come into force by 1 January 2023. The restrictions will limit advertising, promotional activity, and in-store campaigns for products in several categories such as soft drinks, confectionery, breakfast cereals, treats, beverages, crisps and snacks, as well as pizzas and ready meals. As part of the government’s Obesity Strategy, this policy is one of several measures that aim to reduce the number of adults living with obesity and halve childhood obesity by 2030. A substantial share of take-home grocery purchases is at risk from these new restrictions. Our purchase panel data shows that 40% of take-home food and drink spend in Great Britain is on HFSS products, and 15% is on those which fall within the scope of the policy. One element of the restrictions – the ban on online advertising, and TV advertising before 9pm –could have profound impacts on brands. Our evaluation of FMCG brands’ advertising campaigns found that digital advertising generates a greater sales uplift per household reached than other channels. And TV ads are, of course, key to wide-reaching campaigns. Advertising does more than generate short-term sales: it builds longer term predisposition to choose the brand over other alternatives, establishes brand cues that help the brand become instantly recognisable, and builds associations, which amongst other things can enhance the actual experience of consuming or using the product.
- https://www.marks-clerk.com/insights/articles/restrictions-on-the-promotion-of-hfss-products-and-its-branding-implications – The UK government introduced new legislation restricting the promotion of food and drinks high in fat, salt or sugar (HFSS) in December 2020. The restrictions aim to encourage consumers to make healthier dietary choices and forms a key part of the government’s strategy in tackling obesity. The Food (Promotion and Placement) (England) Regulations 2021 implements restrictions on the promotion of HFSS products in England by volume price (e.g. ‘buy one get one free’ or ‘3 for 2’ offers) and location (e.g. at store entrances and checkouts), both online and in store. The location restrictions came into effect on 1 October 2022, while the multi-buy restrictions will be implemented in January 2024. The government also plans to introduce a 9pm watershed ban on TV for HFSS products and a restriction of paid-for HFSS advertising online, though these measures have now been delayed to 2025. The announcement of the new legislation and HFSS advertising bans is welcomed by health campaigners and advocacy groups, and is undeniably a step in the right direction in terms of promoting healthier diets. However, the HFSS restrictions are a costly burden for many businesses in the food and beverage industry, which have been forced to reformulate existing products or launch entirely new HFSS-compliant products in order to minimise the impact on sales. From a branding perspective, the introduction of new and reformulated non-HFSS products raises the question of how these products should be launched. Should they be marketed as a reformulation replacing the original HFSS product, as a ‘healthier’ sub-brand under the HFSS brand, or as a new, independent non-HFSS brand?
- https://www.worldofprint.com/2024/12/03/how-packaging-can-navigate-the-loopholes-and-limits-of-the-new-hfss-advertising-regulations/ – This is creating uncertainty for many in the food and packaging sector about exactly how their products intersect with the new regulations. For example, the line between brands and products is blurry when it comes to advertising. Brands that predominantly trade in HFSS can continue to advertise themselves, but specific products are restricted. It’s possible, then, that packaging could become the star of many TV and online advertisements for some of the biggest brands in the world. Nothing in the legislation specifies that depictions of product packaging are banned – just their contents. This means differentiation and bold branding in packaging will become all the more important. Devoting more of the packaging to brand identity and storytelling – and crucially, ensuring all elements are bold enough to be immediately identifiable on-screen and on the shelf – may be a way brands can slip their products through this loophole in the ban. There is also confusion around whether non-traditional forms of advertising, such as influencers and experiential marketing, fall into scope of the online advertising ban.
- https://ro-bas.com/how-the-uk-junk-food-ad-ban-will-reshape-the-food-industry/ – The ban will fundamentally reshape how brands approach their advertising efforts in the short term. With TV and paid online ads restricted before 9 pm, companies must pivot to non-traditional marketing channels. This includes: Social Media and Influencer Marketing: Brands are likely to invest more heavily in organic and influencer-driven campaigns on social media platforms, where paid ad restrictions are less stringent, provided they don’t promote HFSS products directly to children. Experiential and Content Marketing: Companies will increasingly turn to experiential marketing events and content-driven campaigns, focusing on engaging consumers through brand experiences emphasising health, wellness, and lifestyle rather than direct product promotion. Targeting Adult Consumers: Another strategy will be shifting the focus of advertising campaigns to target adult audiences during post-watershed hours, allowing brands to maintain visibility without violating the ban. However, brands that fail to adapt quickly may face reduced market visibility as they lose the ability to target younger audiences directly through traditional channels.
- https://mediawrites.twobirds.com/post/102js1f/new-advertising-regulations-on-the-restriction-of-hfss-products-finally-introdu – The forthcoming restrictions will necessitate significant adjustments for advertisers, broadcasters, and online platforms. Key considerations include: Scheduling Adjustments: Television broadcasters will need to revise advertising schedules to exclude HFSS product advertisements during restricted hours. Content Review: Advertisers must assess their product lines to determine which items are classified as less healthy and adjust their marketing strategies accordingly. Digital Compliance: Online platforms and marketers will need to implement measures to prevent the dissemination of paid-for HFSS advertisements, ensuring adherence to the new regulations. For instance, ensuring algorithmic filters or manual oversight to block paid HFSS ads on streaming services and social media. Early engagement with the guidance and proactive strategy adjustments will be essential for a smooth transition to the new regulatory environment.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative discusses the UK’s upcoming HFSS advertising regulations set to take effect on 5 January 2026. However, recent reports indicate a delay in the implementation of these regulations until 1 October 2025. ([ft.com](https://www.ft.com/content/a4a5d5f8-a3b7-4073-a41d-01fd23581d64?utm_source=openai)) This discrepancy suggests that the article may be based on outdated information. Additionally, the article references a press release from Momentum Worldwide, which typically warrants a high freshness score. However, the outdated regulatory date reduces the overall freshness score.
Quotes check
Score:
7
Notes:
The article includes a quote from Alessandro Camaioni of Momentum Worldwide. A search reveals that this quote appears in a press release from Momentum Worldwide, indicating that the content may be recycled. The wording of the quote matches the press release, suggesting no variations.
Source reliability
Score:
6
Notes:
The narrative originates from The Drum, a reputable UK-based publication. However, the reliance on a press release from Momentum Worldwide, a single-source entity, introduces potential biases and reduces the overall reliability.
Plausability check
Score:
7
Notes:
The article discusses the impact of HFSS advertising regulations on brand engagement, a topic covered by multiple reputable sources. However, the outdated regulatory date and reliance on a single press release raise questions about the article’s originality and potential for disinformation.
Overall assessment
Verdict (FAIL, OPEN, PASS): FAIL
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative fails due to outdated information regarding the HFSS advertising regulations, reliance on a single press release, and potential recycling of content. These factors introduce credibility risks, including the dissemination of outdated or potentially misleading information.
