The introduction of HFSS (high fat, sugar and salt) advertising restrictions in January 2026 marks a significant shift for the UK food and drink sector. With a 9pm watershed on TV advertising and a ban on paid-for online ads, the legislation aims to reduce exposure to less healthy food — particularly among younger audiences. While the intention is clear, the wider implications for the industry are more complex.

What’s Changed?

The new rules restrict advertising of identifiable HFSS products across key channels, particularly digital platforms that have traditionally played a central role in food marketing. However, the detail is important. Not all products are in scope, and brand advertising remains permitted, provided specific HFSS items are not featured. There are also exemptions for certain businesses and media channels.

Why It Matters

For many organisations, this is more than a compliance exercise. It represents a fundamental shift in how food and drink brands engage with consumers. Marketing strategies built around targeted digital campaigns and product-led promotion will need to evolve — with a likely move towards brand-led messaging and broader positioning.

The Practical Impact

While contract catering is not directly targeted by the legislation, the effects will still be felt across the supply chain.

We are already seeing:

• A shift in how suppliers promote their products
• Increased focus on reformulation to meet nutritional criteria
• Greater emphasis on health-led messaging

At the same time, there are questions around how effective the restrictions will be, with the potential for advertising spend to move into less regulated areas.

An Opportunity To Adapt

As with many regulatory changes, there is also a clear opportunity.

Operators who respond proactively can strengthen their approach to:

• Health and wellbeing
• Menu balance and transparency
• Alignment with client and customer expectations

This is particularly relevant in sectors such as education and workplace catering, where standards and scrutiny continue to increase.

Final Thoughts

The HFSS advertising ban is unlikely to be the last regulatory change the industry faces, but it does send a clear message: expectations are evolving. This will be part of a broader shift in the industry — where food, health and policy are becoming increasingly interconnected. The focus should not just be on restriction, but on how to adapt in a way that works operationally and commercially. Those who respond early will be best placed to navigate what comes next.