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HIGH FAT SUGAR & SALT RESTRICTIONS: WHAT THE FIRST ASA RULINGS MEAN FOR BRANDS
When the UK’s new restrictions on paid advertising for high fat, salt or sugar (HFSS) and “less healthy” food (LHF) and drink products came into force in January 2026, many brands were still working through what the rules would mean in practice. Six months on, the Advertising Standards Authority’s early rulings show where the regulatory lines are being drawn.
The first decisions are important because they confirm that the HFSS legislation is not just a food advertising issue. The regulations affect retailers, agencies, influencers, ad networks, platforms and, in some cases, brands outside the food and drink sector where paid advertising features identifiable HFSS products.
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