From today (5 January 2026), the HFSS advertising ban has come into effect – meaning tough new restrictions on the marketing of food and drink products high in fat, salt or sugar (HFSS).
Paid ads for HFSS products are now banned on Ofcom-regulated TV and on-demand services between 5:30am and 9pm. Online, the rules are even stricter, with a total ban on paid HFSS advertising across social media, search, display banners, and influencer marketing. Brand-only advertising that does not feature specific HFSS products is still allowed.
These changes build on measures introduced in October 2025, which banned volume-based promotions such as “Buy One Get One Free” and multibuy deals on HFSS items in-store and online. Loyalty point incentives and free product giveaways were also banned, but meal deals and pre-packaged multipacks remain exempt.
The government says the clampdown is part of its strategy to tackle obesity. Official data for 2022-2023 suggests that over 64% of adults in England are overweight or living with obesity. Childhood obesity remains a significant issue, with NHS data showing that almost one in 10 children starting primary school is classified as obese.
HFSS products are classified using the Nutrient Profiling Model and include items such as soft drinks with added sugar, crisps, chocolate bars, sweetened cereals, and sponge cakes. Non-HFSS examples include fruit-based snacks, sugar-free sweets, nuts, and drinks without added sugar.
What this means for online retailers
For internet retailers, the impact is significant: HFSS products must be removed from high-visibility areas of websites and apps, including homepages, category pages, and checkout flows. Promotional banners, pop-ups, and loyalty incentives tied to HFSS items are also off-limits.
Industry experts have warned that compliance will require careful planning as well as a shift in marketing strategy. Jamie Cartwright, partner at Charles Russell Speechlys, commented: “For FMCG brands, the challenge will be finding creative and compliant ways to get their products in front of consumers. This sits within a broader regulatory environment that is already moving towards restrictions on TV advertising and even the role of influencers in marketing.”
While the HFSS advertising ban introduces significant operational challenges for retailers and brands, it is widely viewed as a positive step for public health. However, some experts have warned that far more needs to be done to target the root causes of obesity. Zoe Betts, food safety and regulatory expert at international law firm Pinsent Masons, said: “The government’s drive to reduce childhood obesity and childhood tooth decay via initiatives such as the junk food advert ban is welcome. However, the food and drink industry cannot achieve these laudable aims alone.
She added: “Addressing childhood health in a meaningful and long-term way requires better health education, as well as affordable and appealing nutritious options, to ensure people are properly and fully equipped to make better choices.”
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