What's Happening?
A new regulatory measure targeting food and drink products high in fat, salt, or sugar (HFSS) has been implemented, prohibiting volume-based promotions such as 'Buy One Get One Free' and multibuy deals both in physical stores and online. This initiative, effective from October 1, aims to address the obesity epidemic in the UK, where 64% of adults were reported as overweight or obese in 2022-2023. The restrictions extend to loyalty point incentives and free product giveaways, although meal deals and pre-packaged multipacks are exempt. The Nutrient Profiling Model classifies HFSS products, including sugary drinks, crisps, and sweetened cereals, while non-HFSS items include fruit-based snacks and sugar-free sweets. The advertising component, initially set for this month, has been postponed to January 2026, introducing a 9pm watershed for HFSS ads on TV and banning paid HFSS advertising online, including influencer marketing.
Why It's Important?
The HFSS clampdown represents a significant shift in the regulatory landscape for food marketing, aiming to curb obesity rates by limiting the visibility and promotion of unhealthy products. Retailers and manufacturers face operational challenges but gain clarity in navigating food marketing regulations. The restrictions are expected to create a more level playing field across the industry, demanding businesses to adapt promotional strategies and prepare for increased reporting obligations. For internet retailers, the impact is substantial, requiring HFSS products to be removed from high-visibility areas on websites and apps, affecting promotional banners and loyalty incentives. This regulatory move signals a broader trend towards scrutinizing how HFSS products are marketed, potentially influencing consumer behavior and public health outcomes.
What's Next?
Businesses must plan ahead to comply with the new HFSS regulations, adapting their promotional strategies and preparing for further reporting requirements. The advertising restrictions set for January 2026 will further limit HFSS product visibility, challenging FMCG brands to find creative and compliant ways to reach consumers. The regulatory environment is evolving, with potential future measures addressing out-of-home consumption. Stakeholders, including retailers and brands, need to stay informed and proactive in response to these changes, as the digital shelf becomes a focal point for regulators.
Beyond the Headlines
The HFSS clampdown highlights ethical considerations in marketing practices, emphasizing the responsibility of brands and retailers in promoting healthier choices. The initiative reflects a growing awareness of the impact of marketing on public health, encouraging a shift towards more responsible advertising. Long-term, these measures could influence cultural attitudes towards food consumption, fostering a healthier society. The focus on pre-packaged food environments suggests further regulatory developments may address broader consumption patterns, potentially reshaping industry standards.
