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Advertisers and brands dealing with food and drink products high in fat, sugar, and salt (HFSS) face growing challenges in an increasingly restrictive regulatory landscape. The UK Government has banned advertising HFSS products in children’s media and during children’s programming, and these rules also extend to online advertising when children are the primary audience.
Last October, new regulations were introduced to limit where HFSS products could be placed in stores, removing them from prime spots in high-traffic areas. Additional restrictions were scheduled for implementation recently, but these have been postponed until October 2025. However, this delay does not mean brands should become complacent; when the new restrictions take effect, they will include a ban on paid online advertising for “Less Healthy Food and Drink” (LHFD) products on the internet and during the watershed between 5:30 am and 9 pm.
These new measures will significantly limit promotional tactics, making it impossible to offer multi-buy promotions, buy-one-get-one-free deals, or to promote HFSS products alongside non-food items.
Time to Adapt
HFSS legislation is prompting retailers and brands to rethink their promotional strategies. Some confectionery brands have already begun adapting by using alternative promotional methods, such as loyalty program discounts. Others are innovating in product development to comply with the new rules for HFSS and LHFD products while addressing the challenge of rising living costs. Another strategy is to shift advertising efforts toward the brand itself rather than specific product lines, as brands are not subject to the regulations as long as no identifiable LHFD products appear in the advertisement. This approach allows brands the flexibility to transition to healthier offerings.
Prize Promotions: A Winning Strategy
Prize promotions offer a way to navigate these restrictions and secure premium retail space. They serve as valuable data collection exercises, enabling brands and retailers to build a customer data bank that can be used for direct marketing, which remains permitted for promoting HFSS goods. While prize promotions must still comply with HFSS rules, they offer brands the advantage of cheaper retail space, as running a promotion is less costly than typical in-store advertising or listing fees.
Savvy brands are already employing effective promotional tactics, such as pack promotions like Higgidy’s Instant Win or the Cadbury Inventor Competition, which successfully stood out on shelves, drove sales, and fostered brand loyalty. Healthier options and responsible marketing practices are no longer trends but a permanent reality. Brands must stay attuned to the evolving regulatory and consumer landscape to ensure their marketing strategies remain relevant.
To succeed in this changing environment, brands must align with shifting consumer demands, which increasingly prioritize health and wellness. Proactively offering healthier products and adopting responsible marketing practices will be essential for long-term success in the food industry. For agile advertising and marketing professionals, this period presents opportunities and, in every sense, survival of the fittest.