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The food and drink industry is entering what could be a pivotal year.
UK advertising restrictions on food and drink are about to get even tighter. While HFSS (high fat, sali and sugar) regulations are already in place, from 5 January 2026 these will evolve into broader LHF (less healthy foods) rules. These will result in stricter limits on paid-for online and TV ads, particularly around product-specific promotion.
That means brands whose portfolios lean on indulgence, snack culture or 'treat' positioning now face a fundamental marketing rethink.
“When you’re restricted in how you show the product, the opportunity shifts from what you sell to how you exist. Future-facing snack brands will become curators of food moments, orchestrators of social rituals, and publishers of lifestyle rather than just manufacturers of biscuits, crisps and drinks,” says Emma.
For brands, the focus will shift from polished campaigns to community-led storytelling as the next wave of food creators lead the way.
