New HFSS Ad Restrictions Kick In: Key Impacts and Actions for Marketers”
The UK has enacted a landmark ban on the advertising of junk food beginning on January 5, 2026, in its efforts to fight childhood obesity. Here’s what marketers must be aware of:
1. Scope of the Ban
- Television Restrictions advertisements for salt, high-fat, or sugar (HFSS) products are not allowed from TV after 9 pm.
- Online Ban: Online ads that are paid for by HFSS products are banned completely.
- The Advertising Standards Authority (ASA) will ensure compliance in 13 distinct product categories that include sweet drinks as well as ice cream and even a few food items and sandwiches.
2. Nutrient-Score Test
- The products are analyzed by a tool that scores nutrients to determine whether they are “less healthy.” Products that contain saturated fats, sugars or salt are marked.
- Surprisingly enough, even healthy foods like muesli or sweetened porridge could fall under the ban.
3. Brand-Only Advertising
- Businesses can still create ads with a focus on brand but not show specific products. For instance, McDonald’s can advertise its logo, but not its burgers.
- This loophole lets bigger brands continue to be visible However, smaller businesses that depend on specific ads for their products may face difficulties.
4. Health and Economic Impact
- The government estimates that the ban will stop the development of 20,000 cases of obesity in children each year and reduce the NHS more than PS11 million in weight-related expenses.
- The restrictions aim to decrease the children’s exposure to food-related marketing that is unhealthy that is proven to influence their eating habits and raises the risk of becoming obese.
5. What Marketers Must Do
- Change Campaigns: Focus on ads that are branded only or promote healthier products.
- Reformulate products Create recipes that meet the nutrient score requirements to allow marketing.
- Find New Channels Outdoor advertising more flexible, marketers could spend more on billboards and posters.
This ban is a major move towards an environment that is more healthy for children. However, it also requires strategic changes from the marketing industry to navigate the changing landscape efficiently.
Is It About Television Ads that are Banned for Junk Food in the UK?
A new junk-food television ad ban prior to 9pm tightens health regulations and pushes brands to digital alternatives and data-driven tools such as Google’s Omnicom insights system.
At the same time, UK publishers reported an unexpected revenue increase for display ads–the first time it has happened in the last three years, demonstrating a steady market demand for their online stock.
Marketers need to shift their spending towards programmatic display and use new insights from their audience to capitalize on the new potential.
