The new rules on less-healthy foods (AKA: HFSS)

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The new ‘Less Healthy Food’ ad rules: what you need to know for 2026
The new ‘Less Healthy Food’ ad rules: what you need to know for 2026

On 5th January 2026, a major shift hits the UK advertising ecosystem: the ‘Less Healthy Food & Drink (LHF)’ restrictions finally come into full force. Are you ready?

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How brands can prepare for the UK ‘Less Healthy Food’ ad ban
How brands can prepare for the UK ‘Less Healthy Food’ ad ban

Everything hospitality and retail businesses should know to prepare for new rules on marketing HFSS (high fat, sugar, salt) products.

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Influencer marketing: do ‘less healthy food’ laws change the game?
Influencer marketing: do ‘less healthy food’ laws change the game?

The UK’s new ‘less healthy food’ ad ban is shaking up influencer marketing. Here’s what businesses need to know about how the rules affect freebies and creator relationships.

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Brand ads get green light in ‘less healthy food’ ad ban update
Brand ads get green light in ‘less healthy food’ ad ban update

Updates from the UK Government clarify ‘pure brand advertising’ will be allowed under new ‘less healthy food’ ad restrictions, which now come into force in January 2026.

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How the UK’s ‘less healthy food or drink’ ad ban will affect digital marketing
How the UK’s ‘less healthy food or drink’ ad ban will affect digital marketing

UK hospitality and retail businesses should prepare for new rules on marketing HFSS (high fat, sugar, salt) products.

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Can I still advertise my brand if it sells HFSS products?
Can I still advertise my brand if it sells HFSS products?

Can you still run brand ads if your products are HFSS? Here’s what the UK laws say about ‘pure brand advertising’, and what to watch out for.

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New UK regulations targeting less healthy foods (LHF) — also known as high-fat, -salt and -sugar (HFSS) products — are reshaping how brands advertise online.

To get you ready ahead of the October 2025 deadline, we’ve curated some practical insights, legalese breakdowns, and actionable updates, to help you stay compliant and competitive with your digital marketing.