If you’re managing marketing for a food or drink brand in the UK, HFSS has likely been on your radar for years. Retailers have made big moves, reformulation strategies have been executed, and most teams are now fluent in what the legislation means at a product level.
But with the recent LHF advertising restrictions that came into effect on 5 January 2026, attention has shifted. Brands now face strict limits on when and where they can advertise products in the LHF categories – no TV ads before 9pm, and no paid online advertising at any time.
The good news? While TV and digital advertising budgets are now restricted, the marketing channels Relish specialises in – sampling, experiential, outdoor advertising, and direct-to-consumer activation – remain completely unaffected. Where big brands are losing visibility, smart brands are redirecting budget into channels that deliver better ROI anyway.
HFSS vs LHF: Understanding the Two Sets of Rules
If you’re feeling confused about HFSS and LHF, you’re not alone. Here’s what you actually need to know: they’re two separate sets of advertising restrictions that both apply, and LHF is more restrictive than HFSS.
HFSS (High in Fat, Salt or Sugar) are the existing ASA rules that have been around for years. These keep HFSS product ads away from media that’s “for, directed at, or appealing to under-16s” – basically, you can’t advertise where more than 25% of the audience is kids. These rules are still fully in force.
LHF (Less Healthy Food and Drink) are the new restrictions that came into effect on 5 January 2026. These are much stricter: LHF product ads are banned on TV before 9pm and banned entirely from paid online advertising at any time.
Here’s the crucial bit: LHF is a subset of HFSS. Not all HFSS products are LHF – only those that meet two criteria:
- They score as HFSS using the Nutrient Profiling Model (4+ for food, 1+ for drinks)
- They fall into one of 13 specific product categories (soft drinks, crisps, breakfast cereals, confectionery, ice cream, cakes, biscuits, pastries, desserts, yoghurt, pizza, chips, ready meals/sandwiches)
So you could have an HFSS product that isn’t LHF (if it’s not in those 13 categories), but every LHF product is definitely HFSS. Both sets of rules apply – you need to comply with whichever is stricter for your specific product.
The good news? Whether your products are HFSS, LHF, or both, the marketing strategies we’re about to cover work brilliantly within all these restrictions.
What’s Changed Under the New LHF Legislation?
As of 5 January 2026, the new LHF advertising restrictions are in force. These apply to products that are both HFSS (high in fat, salt or sugar) and fall within one of 13 specific food and drink categories.
The restrictions mean:
- TV advertising: LHF products cannot be advertised before 9pm on TV or on-demand platforms
- Online advertising: LHF products cannot appear in any paid online advertising at any time – that’s social media ads, display ads, video ads, the lot
The good news: the restrictions apply to identifiable products, not entire brands. That means your company can still advertise pre-9pm – just without showing recognisable LHF products in those ads. Brand advertising remains completely unrestricted.
Plus, these restrictions only apply to specific media channels. Sampling, experiential marketing, outdoor advertising, print, audio – all still fair game for LHF products.
Are HFSS and LHF Legal Requirements?
Yes, both absolutely are. The existing HFSS rules have been in place for years and aren’t going anywhere. You still can’t direct HFSS product ads at under-16s, and you can’t use any medium where more than 25% of the audience is kids.
The new LHF restrictions that came into force on 5 January 2026 are additional and stricter. If your product is LHF (HFSS plus one of the 13 categories), you’re dealing with both sets of rules – and you need to follow whichever is more restrictive.
But here’s the thing – this isn’t the end of the world. Smart brands have found creative ways to work within these rules and still drive results.
6 LHF and HFSS Compliant Advertising Strategies for Food & Drink Brands
These strategies work whether your products are HFSS, LHF, or both. They were always effective, but now they’re essential. With TV and digital budgets looking for new homes, opportunity knocks for brands who move quickly.
1. Experiential Marketing
When was the last time a 30-second TV ad really made you remember a brand? Now compare that to the last time you had an amazing experience at a pop-up event or interactive installation.
Experiential marketing is where it’s at. You’re giving people real, memorable experiences with your brand instead of just hoping they don’t skip your ad. Partner with festivals, create branded spaces in shopping centres, or develop touring experiences. The key is making it feel authentic, not like a sales pitch in disguise.
2. Product Sampling
There’s nothing more powerful than actually letting people taste your product. Sampling bypasses all the LHF and HFSS advertising restrictions while still driving awareness and sales.
Retailer Distribution
Working with retailers for in-store sampling remains one of the most effective approaches. Supermarkets, convenience stores, and specialist food retailers are always looking for ways to drive footfall and engagement. Partner with them to create sampling stations that feel natural and helpful rather than pushy.
The key is timing and placement. Weekend sampling when families are shopping together, or sampling during busy periods when people are more likely to be thinking about their next meal, can dramatically improve your conversion rates.
Office & Gym Sampling
Office sampling works particularly well for snack brands, energy drinks, and convenient meal solutions. Gym sampling is perfect for protein bars, sports drinks, and recovery products.
The advantage here is that you’re reaching adults in environments where they’re already thinking about their health and performance goals.
Direct Mail Sampling
It might sound old-school, but direct mail sampling – sending samples directly to people’s homes – is incredibly effective. This approach works particularly well when combined with digital follow-up campaigns. Include QR codes or unique URLs that let people learn more about your product or find their nearest stockist after they’ve tried the sample.
University Sampling
The student market is valuable because brand loyalties formed during university years often continue long after graduation. Getting your product into students’ hands via sampling during their formative adult years can create customers for life.
In-Store Activations (with Conditions)
In-store activations go beyond simple sampling to create mini-experiences within retail environments. This might include cooking demonstrations, product customisation stations, or interactive displays that let customers learn more about your brand story. With the new HFSS rules, just make sure your activation doesn’t directly target kids or pop up in spots where under-16s are the main audience – think areas like toy aisles or near school entrances – so you stay on the right side of the rules.
Work closely with store managers to create activations that add value for shoppers while showcasing your products effectively.
3. Organic Social Media and Owned Channels
Your email list and social media followers are gold dust right now. These people already like your brand, so talk to them directly.
Focus on content that people actually want to share – behind-the-scenes stuff, user-generated content, maybe some recipes that use your products naturally. Email newsletters with exclusive offers and updates work brilliantly too.
4. Adult Print Media & Inserts
While everyone’s obsessing over digital, print media targeting adults is quietly delivering great results. Magazines, newspapers, and specialist publications don’t have the same restrictions as TV and digital channels with younger audiences.
Print inserts with coupons are particularly effective because you can track exactly how well they’re working through redemption rates.
5. User Generated Content (UGC)
When your customers share photos and reviews of your products, it carries way more weight than any ad you could create. It’s authentic, trustworthy, and it’s free marketing.
Run simple hashtag campaigns, photo contests, or offer small incentives for reviews. Make it easy for people to share their experiences, and they will. And don’t forget – sampling moments, whether in-store or at home, can be a great catalyst for this kind of content.
6. Outdoor Advertising
Billboards and outdoor ads are largely unaffected by HFSS and LHF advertising restrictions. Digital billboards near supermarkets, transit advertising on buses and trains – these reach people when they’re thinking about food and drink.
The key is location. A billboard outside a gym advertising protein bar? Perfect. A transit ad that commuters see on their way home thinking about dinner? Even better.
Conclusion – HFSS and LHF-Compliant Advertising Strategies
Look, the new LHF advertising restrictions are here, and the existing HFSS rules remain in force. But instead of seeing it as a massive problem, think of it as a chance to try marketing approaches that might actually work better than traditional advertising.
The brands that are going to win are the ones that start adapting now, not the ones waiting until January 2026. You need to reallocate budgets, build new partnerships, and train your team on these approaches. The earlier you start, the bigger advantage you’ll have.
Let Relish Support Your Transition to HFSS-Compliant Marketing
At Relish, we understand that navigating LHF and HFSS restrictions can feel overwhelming, but we’re here to help you turn these challenges into real opportunities. Our team specialises in experiential marketing, strategic sampling campaigns, and alternative advertising approaches that not only comply with the new regulations but often deliver better results than traditional methods.
If you’re ready to explore how these LHF and HFSS-compliant strategies could work for your food, drink, FMCG or CPG brand, we’d love to chat. Get in touch with our team today.
