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

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.

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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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Where you can (and can’t) advertise less healthy foods in 2025
Where you can (and can’t) advertise less healthy foods in 2025

Find out where HFSS food ads will be banned from October 2025 — including Google, social media, and delivery apps — and what’s still allowed.

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

Here’s how the UK defines ‘less healthy’ food under HFSS rules, what products are affected, and how to prepare for the October 2025 ad ban.

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JOIN ONE OF our EVENTS across the UK

We’re hosting events throughout the UK focused on LHF/HFSS legislation, featuring the people who know the rules inside out. Join us in July to make sure you’re equipped to handle the change AND inspired to make this work for you and your brand!