What's Happening?
On January 5, 2026, the HFSS advertising ban came into effect, imposing strict new restrictions on the marketing of food and drink products high in fat, salt, or sugar (HFSS). The ban prohibits paid advertisements
for HFSS products on Ofcom-regulated TV and on-demand services between 5:30 am and 9 pm. Online, the restrictions are even more stringent, with a total ban on paid HFSS advertising across social media, search, display banners, and influencer marketing. Brand-only advertising that does not feature specific HFSS products is still permitted. These measures build on previous restrictions introduced in October 2025, which banned volume-based promotions and loyalty incentives for HFSS items.
Why It's Important?
The HFSS advertising ban is a critical component of the government's strategy to combat obesity, a significant public health issue in England. With over 64% of adults classified as overweight or obese, and childhood obesity remaining a concern, the ban aims to reduce the visibility and appeal of unhealthy food options. For online retailers, the ban presents operational challenges, requiring them to adjust marketing strategies and remove HFSS products from prominent website areas. The ban is seen as a positive step for public health, though experts argue that additional measures, such as improved health education and access to nutritious options, are necessary to address obesity comprehensively.
What's Next?
Retailers and brands will need to adapt to the new regulations by developing compliant marketing strategies. This may involve focusing on non-HFSS products or finding creative ways to engage consumers without violating the ban. The government may continue to monitor the impact of the ban and consider further regulatory measures if necessary. Industry stakeholders, including food manufacturers and public health advocates, are likely to remain engaged in discussions about the effectiveness of the ban and potential future initiatives to promote healthier eating habits.
