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Brands should see HFSS policy as a golden opportunity
By Rupert Pick and Louise Forster-Smith2025-12-22T12:35:00
The rulings, in all their many guises, represent an opportunity to innovate, change behaviours, and create new ways of communicating with consumers, say Rupert Pick, co-founder & global MD, and Louise Forster-Smith, innovation director, at Hot Pickle
It would be fair to say the road to implementing the HFSS regulations, first mooted in 2021, has been a bit of an ‘Eton mess’. It was no surprise both the ad and grocery industries were less than thrilled at a proposed 9pm junk food advert watershed, with both quick to bemoan the move.
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