Food legislation doesn’t stand still — and neither should you. There are some major shifts on the horizon that will shape how food businesses communicate, promote, and sell products in the UK.

From October 2025, the ban on paid online advertising of HFSS (high fat, salt or sugar) products comes into force. That means no influencer campaigns, no banner ads, no sneaky sponsored content. If you can’t advertise, your pack copy and website need to work twice as hard to do the selling for you. 

We’re also expecting the ban on HFSS promotions — think multibuys and price-based offers — to roll out more widely. These changes shift the balance away from selling on price or placement and put more pressure on branding, messaging, and claims to do the heavy lifting.

And yes, the HFSS TV and online ad ban after 9pm is still due this October. It’s all part of a growing drive towards promoting healthier choices and protecting children from junk food marketing.

Watch this space for updates — and keep an eye on our blog page  where we’ll break these down into plain English.