How to Stay Visible in the Era of HFSS Restrictions
If you are only just waking up to the new HFSS regulations, you are already behind. As of January 5th, the UK has officially pulled the plug on advertising for products high in fat, salt, or sugar online and on TV before 9pm.
For years, FMCG brands have balanced brand building with highly effective, product-led activation - using pack visibility, price promotions and high-reach media to drive scale. HFSS restrictions now significantly limit those activation levers. This isn’t just a regulatory shift; it raises the bar for brands that haven’t invested deeply enough in distinctive brand assets, emotional connection and long-term equity.
What Every Brand Needs to Know
The ban is broader than many realise. It does not just stop you from showing a burger or a biscuit. It restricts every digital trigger you once used to drive sales.
The Paid Social Void: You can no longer "boost" a post featuring a restricted product to a general audience.
The Promotion Gap: Multi-buy deals like "Buy One Get One Free" are gone for HFSS items. You can no longer use price as a crutch for a weak brand.
The Algorithmic Shift: Without paid ad support, your organic content has to work ten times harder to reach your customers.
The Survival Guide: How to Win
The brands that will win in 2026 are not trying to "cheat" the ban. They are changing how they engage entirely.
1. Pivot to Masterbrand Marketing
If you cannot advertise the product, advertise the parent. Focus your creative energy on your mission, your humour, or your heritage. Think of how Guinness or Red Bull market an "experience" rather than just a liquid.
2. Turn Packaging into Media
Since the digital screen is restricted, your physical pack is your most important billboard. Use limited-edition designs, QR codes, and bold shelf-presence to catch the eye that your digital ads can no longer reach.
3. Own Your Audience
Relying on social media platforms to find your customers is now a high-risk strategy. Invest heavily in "owned" channels like newsletters and loyalty apps. When you own the data, the 9pm rule does not apply.
4. Lean into 'Halo' Products
Launch "compliant" versions of your snacks. By advertising these healthier products before 9pm, you keep your brand name top-of-mind. This creates a "halo effect" for your entire range without breaking the law.
The Bottom Line
The HFSS ban has ended the era of lazy marketing. If your brand story is shallow, these laws will expose it. But if you have a story worth telling, you can still dominate the market.
At Eyes Wide Open, we help FMCG brands bridge the gap between "we can't do that" and "here is how we win."