What the UK’s HFSS ad ban will demand of brands

Sam Peña-Taylor

A new set of restrictions on in-store promotions and advertising is set to come into force in the UK, forcing brands and retailers to adapt ahead of the changes – here Kantar experts explore the impact of the new regulations and what to do about it.

Despite the UK’s already strict rules on the advertising of products high in fats, sugar and salt (HFSS), obesity continues to weigh heavily on the country.

According to the National Health Service, current estimates suggest around a quarter of British adults are obese – which is to say very overweight. More worryingly, just under a third of children (35%) were overweight at the end of primary school (ages 10-11) and 21% are obese.

Clearly, something must be done. But the causes of obesity are complex and manifold. Wealth inequality is, by the government’s own admission, closely associated with...

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