Your Guide to Navigating LHF & HFSS Ad Restrictions

From 1st October 2025, the new Less Healthy Food (LHF) advertising restrictions start to take effect, and by January 2026, they’ll become statutory.

Just like the alcohol marketing shift we saw a few years ago, these new rules tighten how “identifiable” HFSS (High Fat, Sugar or Salt) products can be promoted online and on broadcast.

But here’s the good news: this isn’t the end of creative marketing. By shifting focus from pushing products to building communities and emotional connection, brands can unlock new ways to build trust, drive awareness, and future-proof growth.

Understanding the Change

In short, the new rules mean:

• You can’t run paid ads that show or name an LHF product; whether that’s on your own brand channels or through a creator’s channel
• You can’t pay or reward creators to feature, mention, or show LHF products; this includes gifting, affiliate links, or any other value exchange.
• Small and medium businesses (under 250 employees) are currently exempt, but larger brands must comply.
• You can’t promote any “identifiable” LHF (Less Healthy Food) products via paid media to UK audiences.

What Brands Can Do

The key is shifting from product-first to brand-first storytelling, and this is where social and influencer marketing can really shine.

1. Lead With Brand, Not Product

• Tell the story behind the brand, not just what’s on the shelf.
• Focus on sourcing, sustainability, heritage, innovation, or CSR to build emotional equity.

2. Hero Your Non-LHF Portfolio

• Spotlight your non-HFSS variants or product ranges.
• Use these to stay visible while reinforcing brand consistency.

3. Rethink Your Creator Strategy

• While paid partnerships around LHF products will be off-limits, creators can still play a huge role.
• Partner around brand values, lifestyle moments, or purpose-driven content instead of product pushes.
• Use creators as narrators, not just endorsers.

4. Explore Audio-Only Spaces

• These channels can carry audio-only brand ads even where visuals might be restricted.
• Podcasts and music streaming platforms remain open for brand storytelling.

5. Lean Into B2B and Employer Branding

• Showcase innovation, culture, and partnerships through B2B campaigns and internal storytelling.
• This reinforces your reputation with investors, retailers, and talent.

The rulebook might be changing, but you can still lead with creativity to future-proof your marketing output.

*The information here is intended as a guide and should not be treated as legal advice

‍