Internet Retailing quotes Jamie Cartwright on the HFSS advertising ban
From 5 January 2026, the HFSS advertising ban is in force, introducing strict limits on marketing food and drink high in fat, salt, or sugar.
Paid ads for HFSS products are now prohibited on Ofcom-regulated TV and on-demand services between 5:30am and 9pm, and completely banned online—including social media, search, display, and influencer marketing. Brand-only ads without specific HFSS products remain permitted.
These rules build on October 2025 measures that ended multibuy promotions, loyalty incentives, and giveaways for HFSS items, though meal deals and pre-packaged multipacks are still allowed. Online retailers must also remove HFSS products from high-visibility areas like homepages, category pages, and checkout flows, and avoid promotional banners or pop-ups tied to these items.
Jamie Cartwright, Dispute Resolution Partner, comments for Internet Retailing that compliance will require careful planning as well as a shift in marketing strategy for FMCG brands:
For FMCG brands, the challenge will be finding creative and compliant ways to get their products in front of consumers. This sits within a broader regulatory environment that is already moving towards restrictions on TV advertising and even the role of influencers in marketing.
Read the full piece in Internet Retailing here.
