Starting October 2025, the UK government will impose a watershed ban on junk food advertising before 9 pm, a move that will significantly alter how food and beverage brands market to consumers. The ban, covering both TV and paid online ads, targets high-fat, salt, and sugar (HFSS) products to address rising childhood obesity.

According to government statistics, more than one in five children in England are classified as overweight or obese by the time they start primary school—a figure that climbs to more than one in three by the time they leave. These numbers highlight a growing public health crisis that is increasingly linked to the pervasive influence of advertising.

UK’s public health minister, Andrew Gwynne, emphasised that these restrictions protect children from ads that “influence their dietary preferences from a young age.” Evidence supports this concern; research shows that children exposed to high volumes of junk food advertising are likely to make unhealthy food choices, contributing to poor eating habits early in life. Brands have long relied on marketing to drive consumerism, but the upcoming ban marks a decisive shift in the relationship between advertising and consumer health. As the government moves to regulate how food is promoted, brands must rethink their strategies and explore new ways to engage with audiences in a more health-conscious marketplace.

This isn’t the first time the UK government has introduced measures to reduce junk food consumption. The sugar tax of 2016 successfully prompted a reformulation of many sugary beverages, cutting 45,000 tonnes of sugar from drinks sold in Britain by 2019. With stricter advertising rules on the horizon, we’re likely to see further changes in how products are marketed—and even manufactured—as companies adjust to a regulatory landscape that places public health at the forefront. The question is no longer whether brands will adapt but how they will do so in a world where consumer behaviour and advertising standards are evolving rapidly.

Obesity in the UK

The issue of childhood obesity in the UK is complex and urgent. It is driven by various factors that extend beyond individual choices. Dietary habits are shaped by societal influences, with advertising playing a major role in promoting unhealthy food.

Children are frequently exposed to persuasive advertising that glamorises junk food, complicating efforts by parents and schools to promote healthier alternatives. Addressing childhood obesity requires not only personal responsibility but also systemic change, starting with reducing the exposure of young people to harmful food marketing practices.

The link between advertising and childhood eating habits is well-documented. Studies have shown that children exposed to high volumes of junk food advertisements are more likely to develop unhealthy eating preferences. Research published by Public Health England highlights that advertising significantly shapes children’s food choices, often leading them to favour products high in fat, salt, and sugar. This direct correlation between ad exposure and dietary behaviour supports the UK government’s decision to introduce more stringent regulations on how unhealthy foods are marketed to young audiences.

Consumerism has long been driven by targeted advertising, and the food and beverage industry has historically capitalised on this. In the UK, junk food ads are a powerful tool in influencing consumer behaviour, especially among younger audiences. Fast food, sugary drinks, and processed snacks are often portrayed as convenient, fun, and affordable, making them appealing to children and their parents. The repetitive nature of these ads reinforces unhealthy food choices, contributing to the nation’s growing obesity crisis. By limiting children’s exposure to junk food advertising, the new regulations aim to disrupt this cycle of consumerism that has favoured quick, unhealthy options over balanced, nutritious meals.

Government Interventions: Global Case Studies

Government interventions in advertising have a track record of significantly altering consumer behaviour and reshaping industries. In the UK and globally, regulations on tobacco, sugar, and alcohol advertising have shown the power of targeted policies to reduce harmful consumption. These examples offer important lessons for the upcoming UK junk food advertising ban.

Tobacco Advertising Ban (UK, 2003)

The UK’s ban on tobacco advertising in 2003 was a pivotal moment in public health policy. Before the ban, tobacco ads were pervasive across multiple media platforms, promoting smoking as a lifestyle choice. Once the ban took effect, smoking rates began to decline, especially among younger demographics. 

According to data from Cancer Research UK, smoking rates among adults dropped from 27% in 2003 to 16% by 2018, and by 2022, this figure had further decreased to 12.9%, showing a continued decline in smoking prevalence. The restrictions pushed tobacco companies to focus on non-traditional strategies like brand sponsorships and retail displays until further regulations closed these loopholes. The industry’s adaptation underscored the resilience of brands under strict marketing limits, although their direct influence on consumer habits was notably reduced.

Sugar Tax (UK, 2016)

In 2016, the UK introduced a sugar tax to reduce the sugar content in soft drinks. The levy prompted major beverage companies to reformulate their products to lower sugar levels to avoid the tax. By 2019, Public Health England reported that the sugar content in affected drinks had dropped by 28.8%, removing roughly 45,000 tonnes of sugar from the UK’s beverage supply. This regulatory intervention successfully shifted consumer preferences towards healthier, lower-sugar drinks as brands introduced new product lines and marketed reformulated versions of existing drinks. The sugar tax demonstrated that fiscal policies and public health campaigns could directly influence industry practices and consumer behaviour.

Alcohol Advertising Restrictions (Norway)

Norway has long imposed strict regulations on alcohol advertising, including a near-total ban on television ads for alcoholic beverages. These restrictions, implemented to curb alcohol consumption, have been credited with contributing to a gradual decline in drinking rates, particularly among younger populations. A study from the Norwegian Institute of Public Health noted a marked decrease in alcohol consumption among youth over the past two decades, with the market shifting toward low-alcohol and alcohol-free alternatives. The success of Norway’s restrictions highlights how limiting advertising can directly affect consumption habits, pushing brands to innovate within the bounds of the law.

Portugal’s Junk Food Restrictions

In 2019, Portugal introduced restrictions on unhealthy food advertising aimed at children under 16, banning ads for sugary snacks, fast food, and soft drinks during specific TV programs. The regulations resulted in 94% compliance in TV advertising, according to the Directorate-General for Health (DGS). However, online advertising remains challenging, with infractions still being detected, especially on digital platforms. Although these restrictions have contributed to a decrease in children’s exposure to unhealthy food ads, violations in digital advertising have highlighted the need for stricter enforcement online. Furthermore, some brands have responded by reformulating products like yoghurts and cereals to comply with the new health standards. The early results suggest that targeted advertising restrictions can influence consumer behaviour, steering younger audiences toward healthier food choices.

European Union

In 2023, the European Union published a report recommending that member states adopt similar restrictions on junk food advertising aimed at children across all media platforms. The EU’s push aligns with growing global recognition of the role that advertising plays in childhood obesity. Although the policy has yet to be formally adopted by the European Parliament, if implemented, it would likely follow the trend seen in countries like the UK and Portugal. The EU’s recommendations suggest that reducing exposure to junk food ads could play a key role in shaping healthier food environments for children across Europe, with ripple effects likely to be felt in consumerism and brand strategy.

Defining Junk Food Under the UK Ban

The UK government’s upcoming ban on junk food advertising hinges on a clear classification system to determine which products fall under its restrictions. The focus is on products considered high in fat, salt, and sugar (HFSS), with a two-part classification system to identify which items are deemed “junk food” under the ban.

Criteria for HFSS Products

Products categorised as HFSS are based on a scoring system developed by the UK government, which evaluates their nutritional content. The classification process involves:

1. Nutritional Content Analysis: Each product is scored on its levels of fat, salt, sugar, and protein. Higher scores indicate a product is “less healthy” and thus subject to advertising restrictions.
2. Categorical Classification: Products are then grouped into specific categories commonly associated with unhealthy diets. These categories primarily target foods and beverages that contribute to childhood obesity.

List of Affected Categories

The ban will affect products across 13 categories widely consumed and marketed to children. These include:

Category	Examples	Exemptions
Soft Drinks	Cola, Lemonade, Fruit Juice, Smoothies
Savory Snacks	Crisps, Crackers, Rice Cakes	Flavored nuts, dried fruit, jerky
Cakes and Cupcakes	Doughnuts, Éclairs
Ready Meals	Sandwiches, Burgers
Baby Food & Formula		Exempt for child nutrition purposes

This classification system ensures that the ban targets the foods most linked to unhealthy diets while exempting products that serve essential health and nutritional purposes. For brands, understanding these criteria is crucial for navigating the new regulations, as reformulating products to fall outside the HFSS threshold may allow them to continue advertising even after the ban is implemented.

Impact on the Food and Beverage Industry

The upcoming UK ban on junk food advertising is set to impact the food and beverage industry both immediately and long-term. For brands that rely heavily on advertising high-fat, high-sugar, and high-salt (HFSS) products, this regulatory shift will force a significant rethink of their marketing strategies while also spurring innovation in product reformulation.

Short-Term Effects

The ban will fundamentally reshape how brands approach their advertising efforts in the short term. With TV and paid online ads restricted before 9 pm, companies must pivot to non-traditional marketing channels. This includes:

• Social Media and Influencer Marketing: Brands are likely to invest more heavily in organic and influencer-driven campaigns on social media platforms, where paid ad restrictions are less stringent, provided they don’t promote HFSS products directly to children.
• Experiential and Content Marketing: Companies will increasingly turn to experiential marketing events and content-driven campaigns, focusing on engaging consumers through brand experiences emphasising health, wellness, and lifestyle rather than direct product promotion.
• Targeting Adult Consumers: Another strategy will be shifting the focus of advertising campaigns to target adult audiences during post-watershed hours, allowing brands to maintain visibility without violating the ban.

However, brands that fail to adapt quickly may face reduced market visibility as they lose the ability to target younger audiences directly through traditional channels.

Long-Term Effects

Over time, the ban will push brands toward product reformulation and innovation. Reformulating existing products to meet healthier nutritional standards allows companies to avoid being classified as HFSS and continue advertising across all platforms. As consumer demand increasingly trends toward healthier options, brands that innovate in this space stand to benefit from the shift.

• Healthier Alternatives: Companies will explore creating new product lines or improving the nutritional content of their core offerings by reducing sugar, fat, and salt. This may lead to a wave of healthier snack options, ready meals, and beverages that meet government standards while appealing to health-conscious consumers.
• Building Brand Loyalty: Brands that successfully reformulate products and introduce healthier alternatives can build long-term loyalty among consumers, particularly parents seeking more nutritious options for their children.

Case Study on Product Reformulation

A prime example of how brands have responded to regulatory pressure is the UK’s sugar tax, implemented in 2016. This levy, aimed at reducing the sugar content in soft drinks, led to widespread product reformulation. Major beverage companies like Coca-Cola and PepsiCo adjusted their recipes to lower sugar levels to avoid the tax, resulting in a reduction of 28.8% in the sugar content of affected drinks by 2019, according to Public Health England.

The consumer response to reformulated products has mainly been positive. Studies found that consumers gradually adapted to lower-sugar drinks, with many preferring them over time. Furthermore, sales of sugar-free and low-sugar alternatives surged in the years following the implementation of the tax, illustrating that brands can retain consumer loyalty and even grow market share by embracing product reformulation.

Similar outcomes have been observed in other countries where advertising restrictions or nutritional policies have prompted reformulation. In Norway, for example, alcohol companies responded to advertising bans by introducing low-alcohol and alcohol-free products, which have seen a steady rise in popularity. This demonstrates that reformulation, when done thoughtfully, can drive greater consumer acceptance and long-term brand success, even in the face of regulatory challenges.

The UK junk food ad ban is likely to accelerate these trends, driving innovation across the food and beverage industry as brands work to align their offerings with both regulatory standards and evolving consumer expectations.

Impact on Advertising and Expected Financial Loss

As HFSS brands lose access to traditional marketing channels, particularly during prime-time TV, the revenue loss for broadcasters and digital platforms is expected to be substantial. At the same time, these brands will need to reallocate their marketing budgets, shifting focus to alternative channels that are less restricted by the new regulations.

Financial Impact on the Advertising Industry

The financial fallout from the ban is expected to be considerable. According to estimates from industry analysts, junk food advertising in the UK currently accounts for a significant portion of total advertising revenue on television and digital platforms. Data from the Advertising Association suggests that the junk food sector spends around £200 million annually on TV ads alone. The upcoming restrictions could reduce TV advertising revenue by as much as 50% for HFSS brands, as they lose access to key time slots before 9 pm.

A study by Enders Analysis predicts that total advertising revenue across television and online platforms could drop by approximately £150 million annually once the ban is fully implemented. This decline is expected to hit commercial broadcasters the hardest, as prime-time ad slots will no longer be available to HFSS brands, and they will need to fill those spots with lower-revenue advertisers.

In addition to television, digital platforms that rely on paid-for advertising from HFSS brands are also expected to see a decline in revenue. As paid online ads are prohibited, brands will have fewer opportunities to promote products directly to consumers, leading to a drop in advertising spending on these platforms.

Advertising Strategy Shifts

With traditional channels restricted, HFSS brands are already exploring new avenues to maintain visibility and reach their target audiences. Shifts toward alternative marketing strategies are underway, with brands increasingly turning to channels unaffected by the ban.

• Social Media and Influencer Partnerships: One of the primary areas of focus for HFSS brands has increasingly been social media marketing. Platforms like Instagram, YouTube, and TikTok allow brands to engage with audiences through organic content and influencer partnerships. Collaborating with influencers allows brands to create more personal content, bypassing traditional advertising restrictions. The global influencer marketing industry has seen significant growth, with a valuation of approximately $21.1 billion in 2023, and it’s projected to grow to $24 billion by the end of 2024. Food and beverage brands remain top spenders in this space, leveraging the power of influencers to maintain visibility, especially as the UK’s junk food advertising ban looms. This form of marketing is poised to keep growing as brands pivot to influencer-led strategies to connect with target audiences.
• Experiential Marketing: HFSS brands also invest in experiential marketing, which focuses on creating memorable, in-person (or virtual) experiences that consumers can engage with. These strategies range from pop-up events and branded experiences to immersive digital interactions that connect with consumers on a deeper level. Brands shifting toward experiential marketing are finding it a valuable way to build loyalty and maintain relevance, even as traditional advertising opportunities shrink.

Case Studies: Transitioning from Traditional Advertising

Countries like Norway and Portugal, which have imposed similar restrictions on advertising for unhealthy products, offer insight into how brands can successfully pivot.

• Norway: When Norway banned alcohol advertising, brands quickly moved to capitalise on social media and influencer-driven content. Beverage companies introduced low-alcohol and alcohol-free versions of their products, promoting these new offerings through influencers and engaging online communities. By targeting consumers through platforms that were not restricted, brands could mitigate the advertising ban’s financial impact and maintain strong consumer engagement.
• Portugal: In Portugal, where junk food ads targeting children during key TV hours have been restricted since 2019, brands shifted their focus toward social media and digital content. Instead of relying solely on TV ads, food and beverage companies began creating online campaigns that featured health-conscious messaging and brand values. This transition allowed brands to continue marketing their products without violating the new regulations while aligning with a growing consumer preference for healthier options.

The ability of HFSS brands in these countries to adapt to stricter regulations demonstrates that alternative marketing channels can effectively maintain consumer engagement and market presence. As the UK prepares for its own restrictions, brands that successfully leverage social media, influencers, and experiential marketing will likely fare better in a post-ban advertising landscape.

Long-Term Consumer Behavior and Health Impacts

The long-term effects of the UK’s junk food advertising ban are expected to ripple through consumer behaviours, particularly among younger generations. By limiting their exposure to HFSS advertising, the government hopes to foster a shift in food preferences that could lead to healthier diets. Research from other countries that have implemented similar restrictions suggests that reducing junk food advertising can significantly alter both short-term consumption habits and long-term dietary choices.

Predicted Consumer Shifts

One of the primary objectives of the UK’s ban is to reduce the influence of junk food advertising on children and adolescents. Studies consistently show that advertising plays a significant role in shaping young consumers’ food preferences. By curbing their exposure to ads for high-fat, high-sugar products, the hope is that children will be less inclined to favor these items, leading to healthier food choices as they grow older.

International case studies provide compelling evidence for this outcome. In Norway, where advertising for unhealthy foods targeting children has been restricted for years, there has been a notable decrease in junk food consumption among young people. A Norwegian Institute of Public Health study found that children exposed to fewer food ads developed a stronger preference for fruits, vegetables, and other healthier options. This shift in dietary behaviour improved health outcomes and contributed to the decline in childhood obesity rates in the country.

Similarly, Portugal’s restrictions on junk food advertising during children’s programming have shown early success. Initial data from the Portuguese Association for Consumer Protection indicated that children’s requests for sugary snacks and fast food have declined since the restrictions were implemented. Over time, these trends suggest that reducing ad exposure can lead to a generational shift in consumer preferences as healthier food options become more normalised.

In the UK, younger generations with less exposure to junk food advertising may experience similar shifts. As brands are forced to re-evaluate their marketing strategies, there will likely be a greater emphasis on promoting healthier alternatives. These changes could help shape healthier eating habits in children, which could carry forward into adulthood.

Consumer Demand for Healthier Products

Beyond advertising restrictions, there is already a broader trend of increasing health consciousness among consumers, particularly in the food and beverage sector. Even without regulatory pressure, brands are feeling the push to offer healthier alternatives as consumer demand shifts toward products perceived as better for overall well-being.

According to research, 55% of UK consumers say they are actively looking for products that help them live a healthier lifestyle. This growing demand has pushed brands to respond by developing and promoting lower-calorie, lower-sugar, and more nutritionally balanced offerings. 

The 2016 sugar tax offered an early look at how brands can successfully navigate such shifts. Many beverage companies reformulated their products to reduce sugar content and introduced entirely new lines of low-sugar and sugar-free drinks. This increased sales for healthier alternatives, demonstrating that consumer demand for wellness-oriented products is strong and continues to grow.

The UK junk food ad ban is likely to accelerate this trend. As HFSS brands lose access to traditional advertising channels, they will be incentivised to create healthier products that meet evolving consumer expectations. Brands that fail to innovate risk losing market share to competitors who are better aligned with health-conscious consumers. Additionally, younger generations, who are growing up in an era of increased awareness about the impact of diet on health, are more likely to prioritise nutritious food options, further pushing the market toward healthier alternatives.

In the long term, the combination of regulatory action and shifting consumer values could lead to a significant transformation in the food and beverage industry. As brands embrace reformulation and new product development, consumers will have access to a broader range of healthier choices, reshaping individual diets and the overall landscape of food consumption in the UK. This shift, driven by consumer demand and government intervention, could be a pivotal moment in the fight against obesity and diet-related health issues.

What Can Brands Do to Adapt?

As the UK prepares to implement the junk food advertising ban in 2025, food and beverage brands face a pivotal moment. Rather than viewing these new regulations as an obstacle, forward-thinking companies can see them as an opportunity to innovate, reformulate, and engage in meaningful corporate social responsibility (CSR) initiatives. Those that adapt effectively stand to maintain consumer loyalty, align with evolving market trends, and even gain a competitive edge.

Reformulation and Innovation

One of the most immediate and impactful strategies for brands is product reformulation. By reducing the levels of fat, salt, and sugar in their products, companies can avoid having their offerings classified as HFSS. This would allow them to continue advertising before the 9 pm watershed and through paid online ads. Reformulation also helps brands meet growing consumer demand for healthier alternatives, particularly as health-consciousness continues to rise across the UK.

Beyond simply reducing unhealthy ingredients, brands also have the opportunity to innovate by developing entirely new product lines that cater to healthier lifestyles. This could involve creating snacks focusing on whole grains, natural ingredients, and low-calorie alternatives. Brands that proactively develop these products could see a boost in market share, particularly as consumer preferences shift toward health and wellness.

Corporate Social Responsibility (CSR) and Health Initiatives

Brands can also adapt by aligning themselves with public health campaigns and engaging in CSR efforts that promote healthier lifestyles. Taking a proactive approach to corporate responsibility helps mitigate the potential negative impact of the advertising ban, enhances brand reputation, and builds trust with consumers.

For example, fast-food chains and snack companies could sponsor initiatives focused on reducing childhood obesity or increasing access to nutritious foods in schools and underserved communities. By engaging in CSR efforts and demonstrating a commitment to public health, brands can position themselves as part of the solution rather than the problem.

CSR initiatives also allow brands to continue marketing their products without violating advertising restrictions. Public health campaigns, NGO partnerships, or educational programs emphasising nutrition and wellness can provide valuable visibility while aligning the brand with positive social outcomes.

The Role of Market Research in Helping Brands Adapt

As the UK’s junk food advertising ban approaches, market research will be pivotal in helping brands navigate these new regulations. From reformulating products to understanding consumer attitudes and optimising packaging, market research provides the data-driven insights that brands need to remain competitive. Here’s how it can help brands successfully adapt.

Identifying Reformulation Opportunities

Reformulating products to reduce fat, sugar, and salt while maintaining taste and appeal is a significant challenge for brands. Market research can help identify which ingredients consumers are most concerned about and how they respond to different reformulation efforts. Through surveys and focus groups, brands can assess which attributes (such as sweetness, texture, or flavour) matter most to their target audience, allowing for more strategic reformulation efforts.

Additionally, competitive analysis through market research enables brands to benchmark their reformulated products against competitors. By evaluating how competitors have succeeded with healthier product versions, brands can better position their offerings and make more informed decisions about taste and nutritional changes, ensuring they meet market expectations without compromising quality.

Testing New Product Ideas

Before introducing reformulated products or launching new, healthier alternatives, brands must validate these changes through product testing. Market research methods such as focus groups, taste tests, and online surveys allow brands to collect valuable feedback on new formulations, ensuring they resonate with consumer preferences.

This process of prototyping and iteration is essential, particularly when making significant changes to flavour profiles or nutritional content. Product testing allows brands to fine-tune recipes, ensuring that the new version not only complies with HFSS guidelines but also meets the expectations of both existing customers and new health-conscious consumers.

Reevaluating Packaging Design

As reformulated products hit the market, packaging becomes critical to communicating new health benefits and aligning with consumer values. Market research can guide brands in reevaluating their packaging to ensure it reflects the healthier direction of their products. This could involve:

• Packaging Testing: Research techniques such as A/B testing or eye-tracking studies can measure consumer responses to different packaging designs, colours, and messaging, helping brands identify which packaging is most likely to attract health-conscious shoppers.
• Health Claims and Messaging: Market research can help brands determine how to best communicate changes in product ingredients. Packaging that highlights “low sugar” or “reduced salt” needs to resonate with consumers, and testing these claims ensures they are effective without overwhelming the customer.

In a market that increasingly values transparency, packaging must catch the consumer’s eye and communicate the product’s health benefits in a way that feels authentic and informative.

Understanding Consumer Attitudes Toward Health and Wellness

As health and wellness become central to consumer behaviour, market research can provide valuable insights into these shifting attitudes. Surveys and interviews help brands understand what factors drive consumer choices—whether it’s a preference for low-calorie options, clean ingredients, or eco-friendly packaging.

Behavioural studies can track how consumer demand for healthier products is evolving, revealing new opportunities for brands to align their offerings with these trends. For example, research might show that consumers are more likely to purchase products labelled as “natural” or “free from artificial ingredients,” giving brands clear direction on how to position reformulated products.

Evaluating Marketing Effectiveness

Once products are reformulated and packaging is redesigned, market research can help brands evaluate the effectiveness of their marketing strategies. This includes:

• Ad Testing and Messaging: Testing which health-focused messages resonate best with target audiences helps brands fine-tune their advertising, ensuring consumers understand the benefits of reformulated products, even when traditional junk food advertising channels are no longer available.
• Social Listening: Tools that monitor consumer sentiment on social media can provide real-time insights into how well new products are received. This allows brands to adjust their messaging or strategies based on consumer feedback.

Through targeted research, brands can not only adapt to regulatory changes but also seize opportunities for innovation, ensuring that reformulated products, new packaging, and marketing strategies meet consumer expectations and thrive in the evolving marketplace.

Seizing the Opportunity: The Future of Food and Beverage in a Health-Conscious World

The UK’s ban on junk food advertising before 9 pm, set to take effect in October 2025, is a clear signal that the industry must evolve. For brands, this isn’t merely a compliance issue—it’s an opportunity to align with the growing consumer demand for healthier, more transparent products. Those who can adapt quickly, innovate thoughtfully, and embrace this health-conscious shift will find themselves well-positioned for long-term success.

Key Takeaways for Brands

To thrive in this new regulatory landscape, brands must focus on proactive reformulation, effective communication, and strategic marketing. Reformulating products to meet government health standards isn’t just about avoiding restrictions; it’s about tapping into a rapidly growing market for wellness-oriented foods and beverages. Packaging and messaging must be reimagined to emphasise transparency and health benefits in a way that resonates with modern consumers.

The rise in health consciousness allows brands to lead, not follow. Consumers actively seek products that contribute to their well-being, and brands that take the initiative to create healthier options while maintaining taste and quality will likely gain an edge over competitors.

The Future of the Food and Beverage Industry

The food and beverage industry is poised for a transformation. As regulatory pressures mount—not just in the UK but globally—brands will be forced to rethink how they produce, package, and market their products. We can expect to see a surge in product innovation as companies experiment with lower-fat, lower-sugar, and cleaner-label alternatives. Additionally, the demand for transparency in labelling and packaging will only grow stronger, with consumers prioritising brands that align with their personal health goals.

Beyond product changes, the way brands communicate with consumers will also evolve. Traditional advertising avenues may shrink, but digital platforms, influencer marketing, and experiential campaigns will take centre stage, offering brands new ways to build relationships and foster loyalty in an increasingly health-driven marketplace.

With the ban on HFSS product advertising looming, the time for brands to act is now. The window to begin reformulating, testing, and repositioning products is closing rapidly. Waiting until the last minute to comply could mean losing valuable market share to competitors who have already embraced the shift toward health-conscious consumerism.

The brands that will succeed in this new environment are those that don’t just react to regulation but anticipate and shape the future of the industry. Now is the moment for innovation, adaptation, and leadership—those that seize this opportunity will find themselves leading the charge in a market defined by wellness and responsibility.