What counts as ‘less healthy' under the UK HFSS ad ban?

With sweeping digital ad bans coming in October 2025, the big question for hospitality and retail brands is: what exactly counts as “less healthy” under the new UK laws?

The answer lies in the HFSS scoring system.

What does 'HFSS' mean?

HFSS stands for ‘High in Fat, Salt, or Sugar’. The UK government uses a model called the 2004/2005 Nutrient Profiling Model to assess whether a food or drink item is ‘less healthy’.

A product scores points for negative nutrients (like sugar, saturated fat, sodium) and loses points for positive ones (like fruit, fibre, protein). If your score is 4 or more for foods, or 1 or more for drinks, it’s classified as HFSS.

Common HFSS Offenders

Here’s a quick look at categories likely to fall under the ban:

• Soft drinks with added sugar

• Chocolate, sweets, ice cream

• Crisps and savoury snacks

• Pizzas and ready meals

• Cakes, puddings, pastries

Even seemingly ‘healthier’ items like breakfast cereal or yoghurts can be HFSS if they contain too much sugar.

Are there exceptions?

Yes, and this is important! Some products are exempt, even if high in sugar or fat, such as:

• Baby food and formula

• Medical or specialist meal replacements

Are all businesses affected?

No. Only businesses with 250+ employees fall under the ad ban. If you're an SME, the rules don’t apply to your paid ads.

What should I do now?

• Review your product range against the HFSS model

• Highlight or develop products that fall outside HFSS scope

• Join our events this summer to get support and insights!