Fast food restaurant found not to have broken HFSS advertising rules

The ASA investigated two Instagram adverts for PLK Chicken UK Ltd t/a Popeyes following complaints that they promoted identifiable “less healthy” food products online, contrary to new advertising restrictions that came into force in January 2026. The adverts consisted of an influencer video promoting Popeyes’ breakfast range and a paid image advert featuring a breakfast wrap.

Popeyes argued that the products shown, including the Big Cajun Wrap with Chicken Breakfast Patty, Cajun Hash Browns and Egg & Cheese Muffin, were not classified as high in fat, salt or sugar (HFSS). It also maintained that the adverts either clearly identified specific non-HFSS products or referred more generally to its breakfast range and brand.

In relation to the influencer advert, the ASA found that the wrap and Cajun Hash Browns were clearly identifiable products, but neither qualified as “less healthy” foods. Although the muffin was not specifically named, the regulator concluded that it was not visually indistinguishable from any identifiable less healthy product sold by Popeyes. The advert therefore fell within the brand advertising exemption and did not breach the Code.

For the second advert, the ASA accepted that the wrap shown was not a less healthy product and was visually distinguishable from other breakfast wraps on Popeyes’ menu that contained different ingredients. As consumers could not reasonably identify the advert as promoting a specific less healthy product, the ASA concluded that it was exempt as brand advertising. Both complaints were therefore not upheld and no further action was required.

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