High Fat, Salt and Sugar (HFSS) advertising restrictions represent a significant shift in how certain food and drink products can be marketed in the UK. Introduced as part of a wider public health strategy, the restrictions aim to reduce children’s exposure to advertising for less healthy products and support healthier dietary choices across the population.

What are HFSS products?

HFSS products are foods and drinks that are classified as high in fat, salt and/or sugar under the UK Nutrient Profiling Model. This model assesses products based on their nutritional content, taking into account factors such as energy, saturated fat, total sugar and sodium, alongside positive elements like fibre, protein, fruit and vegetables. Products that score above a defined threshold are considered HFSS and are subject to additional regulatory controls.

Why have advertising restrictions been introduced?

The restrictions are designed to address growing concerns around childhood obesity and diet-related ill health. Evidence has shown a clear link between advertising exposure and children’s food preferences, purchase requests and consumption patterns. By limiting where and how HFSS products can be advertised, the government aims to create a healthier food environment, particularly for children and young people.

What has changed?

The legislation is designed to reduce children’s exposure to HFSS advertising across broadcast and digital channels can into force on 5 January 2026.

Key measures include:

• Restrictions on TV advertising before the 9pm watershed
• Significant limitations on paid-for online advertising
• Controls where identifiable HFSS products are featured in campaigns

Brand-only advertising may be treated differently, depending on how campaigns are structured and executed. Reviewing campaign content carefully can help reduce regulatory and reputational risk.

What does this mean for food businesses?

For manufacturers, retailers, and foodservice operators, the HFSS advertising restrictions require a more considered approach to marketing and communications.

Businesses need to:

• Understand which products fall within HFSS definitions
• Review advertising portfolios across TV, digital and social channels
• Work closely with marketing, legal and nutrition teams to assess compliance
• Consider reformulation, portion size changes, or promotion of non-HFSS alternatives

Many organisations are also using this as an opportunity to innovate, shifting marketing focus towards healthier products, responsible brand messaging, and transparent nutritional information.

At Regency Purchasing Group, we are supporting members in reviewing HFSS exposure across product portfolios and marketing activity. Early assessment allows organisations to manage compliance risk and make informed decisions that support long-term commercial and category strategy.

Challenges and opportunities

While the restrictions present operational and creative challenges, they also offer opportunities for positive change. A coordinated approach across procurement, marketing, nutrition and legal teams will be essential. Key actions include:

• Confirming product classifications under the Nutrient Profiling Model
• Reviewing current and planned advertising activity
• Assessing exposure across digital channels
• Exploring reformulation or non-HFSS alternatives where appropriate
• Embedding stronger governance and sign-off processes

Taking these steps early will be essential to navigating the evolving HFSS landscape successfully.

Looking ahead

HFSS restrictions are part of a broader and evolving regulatory landscape. Staying informed and engaged with industry guidance will be critical. Organisations that embed compliance into core processes rather than treating it as a one-off task will be best placed to respond proactively and protect commercial performance.

We will continue to update members on any future planned changes as and when they are announced.