HFSS brand advertising exemption

A new exemption from restrictions on TV, online and on-demand advertisements of foods high in salt, sugar and fats (HFSS) which comes into force on 5 January 2026, will mean that brands can advertise their products if the adverts are not ‘less healthy’. This will mean that brands are not shoehorned into advertising HFSS foods so long as their adverts do not portray HFSS foods.  

The new exemption will also require the Advertising Standards Authority to set out draft guidance on how it intends to enforce the new HFSS advert restrictions.