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.
We’ve curated some practical insights, legalese breakdowns, and actionable updates, to help you stay compliant and competitive with your digital marketing.
Missed opportunities under the LHF ad ban?
Why brand strategy is your biggest advantage in 2026
The Less Healthy Food advertising ban is no longer “upcoming” — it’s here!
And while most brands are technically compliant, many marketing teams are still quietly unsure they’re doing the right things.
We’re seeing this first-hand.
Despite the legislation being in place, we’re getting a huge number of questions around what is and isn’t allowed, particularly when it comes to creative.
In fact, some of the biggest missed opportunities we see are brands pulling back from campaigns that are actually compliant, simply because they lack confidence.
That’s why we’ve teamed up with Mark McCulloch MBE, one of the UK’s most respected voices in brand strategy.
Together, we’re running focused workshops designed to help marketing teams:
Understand where the real opportunities sit under the LHF rules
Build confidence in compliant creative that still drives growth
Create a clear, ownable brand strategy that unlocks year-round content planning
Stop defaulting to “no” when the rules actually say “yes”
If you’re planning content for the year ahead and don’t yet have a brand strategy you fully trust, this is the moment to fix it, before another year of opportunity slips by.
Mark McCulloch MBE
Mark is one of the leading hospitality brand and marketing minds in the world. He’s held senior/board-level positions at Prezzo, lastminute.com, Barclaycard, YO! Sushi, and Pret A Manger. He’s the founder of Hospitality Marketing Guru.
Kitty Newman
Kitty Newman is founder and director of Trapeze Media. She’s led digital marketing campaigns for 15 years, working with some of the world’s leading hospitality and tourism brands, including Hakkasan, Various Eateries, Radission Hotel Group, and many others.
Get in touch to book a brand strategy & LHF workshop with Mark and Kitty.
Insights on the ‘Less Healthy Food’ laws
