LHF, WTF? What the new HFSS rules actually mean, and what you can do about them.

 

What’s actually happening?

From 5 January 2026, new Government and OFCOM regulations will limit how and when “less healthy” (aka High Fat, Salt or Sugar) products can be advertised.

The key rules:

• No HFSS ads before 9 pm on TV
• No paid-for HFSS ads online — at any time

Between 1 October 2025 and 5 January 2026, advertisers are being asked to voluntarily comply — but even without formal enforcement, it’s worth treading carefully. The ASA won’t investigate complaints during that period, but reputational risk is still very real.

On social, this impacts any paid for advertising, like boosted post, paid posts and influencer marketing.

What’s in and what’s out?

Let’s break it down:

• HFSS products (crisps, chocolate, soft drinks): off-limits for paid ads and influencer #ads.
• Non-HFSS products (healthier options, water, sparkling personality): all fine.
• “Pure brand” ads (your logo or message without a product): expected to be allowed, pending final confirmation from the Government.

What you can do?

The rules might restrict paid activity, but they open up space for smarter, more creative approaches.

1. Go organic

Organic social isn’t covered by the ban. That means if your content is good enough, it can still travel far with no media budget required. Focus on creativity, conversation, culture and community.

2. Lean into earned

PR, press, stunts, creator collaborations, and community engagement are all powerful ways to generate reach without ad spend. Make people talk about you because they want to, not because you paid to show up.

3. Build your brand

Use this as a chance to strengthen brand storytelling. Show who you are beyond the products: your purpose, tone, humour, and audience connection.

4. Check your exemptions

If you’re a smaller business (under 250 employees), or only advertising non-HFSS products, you might have more flexibility. Worth checking the fine print.

What now?

By 2026, paid media will look different, but creativity still wins. Brands that invest now in organic growth, earned buzz and clever storytelling will be the ones that stay visible (and loved).

At That Lot, we help brands:

• Supercharge their organic social
• Turn earned moments into measurable impact
• Craft brand-first campaigns built to thrive in an HFSS world

Give us a shout at info@thatlot.co.uk to see how we can help