What the new HFSS ad rules mean for Hospitality (and why you shouldn’t panic!)

From the 1st October 2025, new UK advertising restrictions will land with a heavy thud on anyone promoting foods high in fat, salt or sugar - aka, HFSS products. If you’re in grocery or hospitality, you’ve probably seen the headlines and felt that familiar flash of worry: is this going to ruin our marketing strategy?

So let’s break it all down. Yes, the rules are changing. But no, it doesn’t mean the end of your creativity (or your sales). In fact, it’s a chance to sharpen your brand, strengthen your storytelling, and rethink how you connect with guests both online and off.

Firstly, what’s actually happening?

The government is rolling out a new set of advertising rules that aim to reduce children's exposure to high fat, salt and sugar (HFSS) foods. It’s part of a wider public health push and it’s been on the cards for a while.

Here’s what’s changing:

• - From October 2025, you won’t be able to run paid online ads for HFSS products (on Meta, TikTok, Google etc.).

• - You also won’t be able to advertise HFSS products on TV before 9pm.

• - This includes sponsored content, influencer posts, search ads and display banners.

• - Small and medium businesses (fewer than 250 employees) are exempt from the online ban but still affected by the TV restrictions.

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The rules apply to foods in 13 specific categories - think burgers, pizzas, fried chicken, crisps, cakes and sugary drinks. If it’s indulgent then it’s probably on the list.

How does this affect the hospitality industry?

If you’re a restaurant group, bar brand, food truck or fast-casual operator, these changes matter. Especially if your menu leans toward the comfort-food end of the spectrum.

Here’s what to consider:

1. You can still post HFSS content organically

The ban only applies to paid-for ads. So you can still post your drool-worthy burger reels on your own Instagram. Just don’t boost them or pay influencers to share them.

2. You can still advertise the brand – but not the product

You can’t promote your loaded fries, but you can run an ad about your story, your locations, your team, your vibe, your sustainability mission – basically, anything that builds your brand.

Final word

The HFSS ad ban is a challenge but not a death sentence. Hospitality is built on connection, culture and community, all of which don’t need a paid ad to thrive.

If you’re not sure where to start, get in touch! We help brands tell stories worth sharing, with or without a media budget and will be helping several existing clients navigate these new challenges as they come into effect in the Autumn.