The HFSS Shake-Up

January 2026 marked a watershed moment for the UK food and drink industry. A landmark government ban on advertising products high in fat, salt, or sugar (HFSS) came into full effect, fundamentally reshaping the landscape for brands, marketers, and influencers. This initiative, aimed squarely at tackling rising childhood obesity rates, has closed old avenues of promotion while opening new doors for innovation and healthier competition.

This blog post explores the new reality of food advertising in the UK. We will break down what the HFSS restrictions entail, analyse the profound impact on the world of influencer marketing, and highlight the significant opportunities now emerging for fresher, natural fast-food businesses poised to thrive in this new environment.

Understanding the New Rules of the Game

The core of the new regulations is designed to reduce children's exposure to the marketing of unhealthy foods. Since January 5, 2026, the rules are clear: a complete ban on paid-for online advertising for HFSS products at all times, and a ban on TV advertising for these products before a 9 pm watershed [1]. The restrictions apply to a wide range of food and drink categories identified as significant contributors to children's sugar and calorie intake, including chocolates, sweets, soft drinks, pizza, and many breakfast cereals. Whether a product is classified as HFSS is determined by the Department of Health's nutrient profiling model, which scores products based on their nutritional content [2].

A crucial distinction in the regulations is the difference between product-specific advertising and general brand advertising. While an ad showing a specific, identifiable HFSS product is banned, companies are still permitted to advertise their brand as a whole. For example, McDonald's can feature its iconic golden arches, but it cannot show a Big Mac in a pre-watershed TV spot or a paid social media ad [3]. This forces a major strategic shift from direct product promotion to broader brand-building.

The statistics backs the government's motivation. With obesity costing the National Health Service (NHS) over £11 billion annually and nearly one in ten reception-aged children living with obesity, the ban is a major public health intervention. The government estimates the move will prevent around 20,000 cases of childhood obesity and remove up to 7.2 billion calories from children's diets each year [4].

A New Playbook for Influencer Marketing

The influencer marketing industry, a dominant force in modern advertising, has been directly impacted by the HFSS ban. The new rules prohibit any form of paid promotion for HFSS products, including not only direct payments but also gifting, affiliate links, and any commercial incentive offered to an influencer in exchange for promotion [5].

This fundamentally alters the relationship between food brands and content creators. An influencer posting a video of themselves enjoying a gifted box of chocolates from a specific brand is now considered a restricted advertisement. However, the rules do not apply to genuinely organic content. If an influencer purchases a chocolate bar with their own money and decides to post about it without any brand involvement, that content is permissible.

This new landscape requires influencers and brands to adopt a more creative and strategic playbook. The focus must shift away from straightforward product endorsements and towards more nuanced forms of brand storytelling. Influencers can still partner with major food companies, but the content must evolve.

Here are some of the key strategies emerging for compliant influencer collaborations.

• Promoting Healthier Alternatives: Influencers can be paid to promote a brand's non-HFSS product lines, such as low-sugar drinks or healthier snack bars. This incentivizes brands to innovate and expand their healthier ranges

• Focusing on Experience and Lifestyle: A collaboration with a restaurant chain could focus on the ambiance, service, and overall dining experience without showing any identifiable HFSS dishes on the menu.

• Brand Ambassadorship: Influencers can act as broader brand ambassadors, creating content around a company's values, sustainability initiatives, or community engagement rather than specific products.

• Driving User-Generated Content: Brands can host events or create experiences that encourage attendees, including influencers, to share their moments organically, without payment or obligation [6].

A Golden Opportunity for Healthier Brands

While the HFSS restrictions present challenges for legacy junk food brands, they create a golden opportunity for businesses built around fresh, natural, and healthier food options. These non-HFSS brands are exempt from the advertising ban, giving them an unprecedented competitive advantage.

For the first time, fresher and natural fast-food establishments can compete for advertising space on a more level playing field. They are free to run paid social media campaigns, advertise on TV at any time of day, and engage in paid partnerships with influencers—all channels that are now closed to their less healthy competitors. This allows them to capture the attention of a market that is already moving decisively towards healthier eating

Consumer trends in 2026 show a clear and growing demand for more natural, less processed foods. According to a recent survey, 26% of UK consumers plan to reduce their intake of ultra-processed foods, and there is a rising interest in whole foods, fibre, and natural protein [7]. Health-conscious fast food is no longer a niche market; it is becoming a mainstream expectation [8]

This regulatory shift, combined with evolving consumer preferences, creates the perfect growth environment for brands that have always prioritized health. As marketing expert Mark Ritson noted, the ban forces a pivot from short-term product promotion to long-term brand building [9]. While this may benefit large corporations with established brand assets, it also clears the path for challenger brands whose core identity is already aligned with health and wellness. These businesses no longer have to shout over the multi-million-pound advertising budgets of junk food giants.

Conclusion: A Healthier Future for Food Marketing

The 2026 HFSS advertising restrictions represent more than just a regulatory hurdle; they are a catalyst for profound change across the UK's food industry. The ban is forcing a necessary evolution in marketing practices, pushing brands towards greater creativity and long-term brand building over simple product-led ads.

For influencers, this new era demands a shift towards more authentic and value-driven content. For fresher, natural fast-food brands, it presents a historic opportunity to capture market share and connect with a growing audience of health-conscious consumers. Ultimately, the HFSS shake-up is paving the way for a future where the food we see advertised is more closely aligned with the healthy lifestyles we aspire to lead.

References

[1] BBC News. "Junk food TV and online advert ban comes into force." January 5, 2026. [2] GOV.UK. "Restricting promotions of products high in fat, sugar or salt by location and by volume price." January 2026. [3] The Institute of Promotional Marketing. "HFSS Advertising Regulations: What Marketers Need to Know." January 12, 2026. [4] GOV.UK. "Landmark junk food ad ban to protect kids' health." January 5, 2026. [5] Gordons Partnership Solicitors. "Navigating Influencer Marketing Under the UK Junk Food Advertising Law." January 13, 2026. [6] Promohire. "The Role of Influencers After the HFSS Advertising Ban." January 2026. [7] AHDB. "The new consumer health revolution." January 1, 2026. [8] On Pattison. "Fast-Food Trends to Watch in the UK in 2026." December 22, 2025. [9] The Drum. "Mark Ritson: The junk food ad ban isn’t a problem, it’s a marketer’s gift." January 12, 2026.