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HFSS regulations mean brands must collaborate on culture
By Emma Wills2025-11-06T09:25:00
Brands whose portfolios lean on indulgence, snack culture or ‘treat’ positioning now face a fundamental marketing rethink, says Emma Wills, client services director at Seen Connects
The food and drink industry is entering what could be a pivotal year.
UK advertising restrictions on food and drink are about to get even tighter. While HFSS (high fat, salt and sugar) regulations are already in place, from 5 January 2026 these will evolve into broader LHF (less healthy foods) rules. These will result in stricter limits on paid-for online and TV ads, particularly around product-specific promotion.
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