HFSS restrictions are coming – what that means for marketers

October 1st 2025 marks a major turning point for food and drink marketing in the UK.

The long-anticipated HFSS (High Fat, Sugar, and Salt) regulations are just months away from going live — and for many brand managers, that means it’s time to revisit your marketing playbook.

Gone are the days of blanket digital ads and front-of-store promotions for certain products. The rules are changing.

But here's the thing: a new set of limitations also brings new opportunities — for smarter strategy, deeper brand-building, and stronger consumer connections.

Let’s unpack what’s happening, why it matters, and how you can prepare.

The HFSS rules: a quick refresher

The UK Government’s goal is clear: to reduce exposure, particularly among children, to advertising for products high in fat, sugar, or salt. To achieve this, restrictions are being introduced across digital, TV, and in-store environments. These rules officially come into effect on 1 October 2025.

Here’s a breakdown of what you need to know:

1. Online & TV Advertising Restrictions

• Paid-for online ads for HFSS products will be banned from all platforms — social media, websites, apps, and video-on-demand services.
• TV advertising will be subject to a 9pm watershed, meaning HFSS ads can’t be shown before that time, regardless of the audience.

These restrictions apply to all UK-targeted advertising, not just content aimed at children. So, if your product qualifies as HFSS, your digital strategy could be significantly impacted.

2. In-Store Promotions and Product Placement

• HFSS products can’t be placed within two metres of checkouts, on end-of-aisle displays, or other high-footfall areas.
• Volume promotions like “Buy One Get One Free” or “3 for 2” will also be restricted.

There are some exemptions for smaller stores (under 2,000 sq. ft.), but the promotion ban applies across the board.

Read the government’s guidance on in-store promotions

3. What Counts as HFSS?

It’s all determined by the Nutrient Profiling Model (NPM) — a scoring system used to assess the nutritional content of food and drink.

• Foods scoring 4 points or more
• Drinks scoring 1 point or more
  …are considered HFSS.

If you’re not already reviewing your product range against the model, now’s the time!

Explore the full collection of HFSS guidance and regulations

So… what now?

Let’s be honest — this is a big shift. For many food and drink brands, HFSS products are a huge part of the portfolio. And for years, digital advertising and in-store promotions have been key parts of the marketing mix.

The new rules don’t just close a few doors — they force a re-evaluation of how we connect with customers. But that’s not a bad thing.

Now’s the time to lean into marketing that’s more creative, more considered, and ultimately more effective…

Rethinking strategy: where do you go from here?

Targeted sampling activations

Let’s be honest — handing out freebies at random just doesn’t cut it anymore. The real magic happens when Product Sampling is purposeful. When your product shows up at just the right time — whether that’s a 3pm slump in the office, a post-workout refuel at the gym, or a treat in someone’s Airbnb welcome pack — it’s not just sampling. It’s timing.

These kinds of activations feel personal. They create moments that matter. And because people are more relaxed and open in these everyday spaces, you’re much more likely to leave a lasting impression.

Plus, there’s a bonus most marketers overlook: feedback. Thoughtful sampling campaigns can double as informal focus groups, offering insights on taste, texture, format, and even pack design. It’s visibility and valuable intel, all in one neat drop.

Want to see it in action? Check out our Office Sampling campaign with Oddly Good by clicking here.

Brand Experiences with Impact

If the digital doors are closing, why not open a physical one?

There’s something powerful (and highly effective) about meeting people where they are — at a festival, on the high street, at a local event — and giving them a branded experience.

Whether it’s a street activation that sparks curiosity from passersby or a highly engaging event stand, these in-person activations cut through in a way no online ad ever could. They’re built for memory, not just reach. And in a world of scroll fatigue, that’s worth its weight in gold.

Promotional Staffing that connects

Let’s face it: people make the difference. The best product in the world can still fall flat if the person presenting it doesn’t believe in it. That’s why good promotional staff aren’t just handing things out — they’re storytellers, educators, hype people, and brand advocates all rolled into one.

So, whether you're driving awareness for a hero product or introducing something new, it pays to have the right people front and centre. Done well, it doesn’t feel like a sell — it feels like a conversation. And in today’s landscape, that human connection is everything.

How GottaBe! can help

At GottaBe! Marketing, we specialise in delivering campaigns that work outside the traditional media box — something that’s becoming more essential by the day.

From street activations to targeted sampling campaigns, we’ve helped brands connect with real people in meaningful ways for over fifteen years now. And with digital routes narrowing for HFSS products, these in-person experiences are only becoming more valuable.

We can help you craft compliant, creative campaigns that grab attention and build loyalty.

Final thoughts

The HFSS regulations may feel like a hurdle, but for the right marketer, they’re a chance to evolve. This is your moment to build campaigns that aren’t just compliant, but truly compelling.

If you’re ready to explore how your brand can adapt to this new landscape, let’s talk.

Because a product that’s restricted doesn’t mean a product that can’t be loved; you just need the right way to share it.