The HFSS online advertising ban has forced food and drink brands to fundamentally rethink their influencer marketing strategies, moving away from direct product promotion towards values-led storytelling and brand building.
Brands cannot afford to shy away from influencer marketing; in fact, influencer content has become even more important because it directly fuels Generative Engine Optimisation (GEO) success, ensuring brands remain discoverable by feeding AI search engines the authentic third-party citations they require to respond to prompts.
Yet, as brands lean more heavily on creators for this orgaic search visibility, the digital landscape for food and drink brands has undergone a seismic shift. With the HFSS (high in fat, salt and sugar) online advertising ban now firmly in effect and the government currently consulting on an updated Nutrient Profiling Model that could expand the definition of “less healthy” products, the rules of engagement for brands are constantly evolving.
“This isn’t just a regulatory hurdle; it’s a pivotal moment that demands a fundamental re-evaluation of how brands connect with their audiences, particularly through social media and influencer marketing,” explains Gabrielle Steare, head of digital, Clarion Communications.
The lines between organic content and paid advertising have blurred, making compliance a continuous challenge. “This complexity is amplified by the sway influencers hold over younger audiences, meaning there is a need for an increased level of care and responsibility from brands,” notes Steare.
Advertising Standards Authority (ASA) rulings against two major retailers for breaching the online advertising ban underscore the immediate and tangible impact of these regulations. The days of direct product-centric influencer content are no longer viable.
“This forces brands to pivot away from direct product placement towards a more sophisticated, values-led form of storytelling”
Gabrielle Steare, head of digital, Clarion Communication
The future of influencer partnerships lies in co-creating narratives that resonate with lifestyle and brand ethos, all while carefully avoiding any perception of indirect promotion. This requires a shift from merely driving purchase through product visibility to building genuine trust.
“Brands must now focus on strengthening brand equity through their core purpose, distinct personality and meaningful, authentic partnerships,” says Steare. “It’s about conveying who the brand is and what it stands for, rather than just what it sells.”
This approach not only ensures compliance but also aligns with a broader consumer expectation for more conscious and responsible marketing.
To navigate this new landscape, Clarion is helping brands rewrite their influencer playbooks.
A prime example is Clarion’s influencer gifting programme for Aldi. Designed to drive awareness and earned social coverage for everyday, non-newsworthy products, the programme required a strategic pivot following the online advertising ban. Instead of gifting restricted items, the team now curates experiential, trend-led packages built entirely around compliant ingredients. By focusing influencer content on these compliant ranges, the programme generates a powerful “halo effect” that organically lifts brand affinity and awareness across Aldi’s wider product portfolio.
Beyond the retail sector, major FMCG brands are also shifting from product-centric advertising to cultural storytelling to maintain compliance. An example of this strategy is Snickers’ partnership with former Premier League manager Sean Dyche for the launch of “The VAR Spa” campaign. Grounded in its long-standing “You’re not you when you’re hungry” brand equity, Snickers produced a highly shareable, tongue-in-cheek video that directly tapped into football fans’ widespread frustrations with VAR.
Critically, the campaign drove brand salience and consumer affinity without ever displaying the actual product. By substituting physical chocolate with a resonant cultural narrative, Snickers demonstrated how brands can maintain top-of-mind awareness through pure, insight-led brand building while staying within the rules.
These regulations move us beyond a transactional model to one focused on building lasting trust.
For brands, this means embracing transparency, authenticity and a commitment to healthier marketing practices. “It’s no longer just about staying within the legal boundaries; it’s about proactively evolving to meet consumer expectations for marketing that is both ethical and insightful,” explains Steare.
“Ultimately, the future belongs to those brands that can adapt with integrity”
Gabrielle Steare, head of digital, Clarion Communications
Leaning into this transformative shift, rather than resisting it, will be key to building long-lasting credibility and fostering deeper, more meaningful connections with consumers. This is an opportunity not just for compliance, but for pioneering a more conscious and impactful approach to brand building in the digital age.
To learn more on how to rethink your marketing strategy reach out to: Gabrielle Steare at GSteare@clarioncomms.co.uk
