HFSS Regulations: What They Mean for Brands and How to Stay Ahead

Let’s talk HFSS. The high fat, salt and sugar elephant in the room that many hospitality and food brands are still quietly side-eyeing.

Yes, the regulations have changed the rules of the game. But no, they haven’t shut the door on advertising altogether.

If anything, HFSS nudges brands to open a different one.

HFSS regulations are no longer something to keep half an eye on. They’re here, they’re evolving, and they’re already reshaping how food and drink brands show up online.

For brands that rely on social media to drive awareness, engagement and loyalty, this is a moment to adapt, not retreat. Done right, HFSS doesn’t limit creativity. It demands a better strategy.

Here’s what you need to know, and how smart brands are responding.

• You can still tell your story.

• You can still build loyalty.

• Influencer strategies can evolve.

• UGC-style content still thrives.

• Campaigns are key.

This isn’t about stopping brands from advertising altogether. It’s about how you advertise.

A brand that does this brilliantly is Harry Ramsden’s. Rather than relying on food-led storytelling, they lean into their heritage and the nostalgia that surrounds the brand.

By spotlighting where they came from and the familiar feel of the restaurant experience, they create a strong, emotionally resonant story. The food is still part of the picture, but it isn’t the headline. The brand is.

That’s the real workaround with HFSS. Not bending the rules, but widening the lens.

How will HFSS be regulated?

HFSS is regulated across multiple layers, which is where many brands get caught out.

Regulation includes:

• The UK Government and Department of Health setting the framework.

• The Advertising Standards Authority (ASA) enforcing compliance.

• Ofcom overseeing broadcast and video-on-demand.

• Social platforms themselves, using automated systems and evolving ad policies.

Regulation isn’t always consistent, but complaints can come from anyone with access to your content. Content can be flagged, ads rejected, and influencer posts investigated if they’re deemed to promote HFSS products irresponsibly.

How brands should advertise instead

This is where the opportunity lies.

HFSS doesn’t stop brands from building desire. It pushes them towards experience-led, brand-first storytelling that audiences actually want to engage with.

What works now:

Lead with experience, not the product

• Show the moment, the setting, the people and the feeling.

• Focus on occasions, rituals and lifestyle.

• Let the product be present, not centre stage.

Tell your brand story

• Your brands purpose.

• What makes your brand part of someone’s life?

• How your values show up in real moments.

This kind of content builds long-term loyalty, not just short-term clicks.

Use influencers differently

• Pay creators to experience your brand, not just post your product.

• Host influencer experiences that don’t relate to your specific product.

• Content should feel observational, not instructional or sales-driven.

When the product isn’t the hero, HFSS restrictions are far less likely to apply.

Invest in community-led content

• User-generated content that reflects real experiences.

• Conversations in comments and Stories.

• Brand worlds people want to be part of, not sold to.

This is where trust and relevance are built.

Want to chat through the looming deadline? Book a free 30 minute call with Natalie here.