What are the latest HFSS restrictions?
The UK has introduced new legislation, the Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024, implementing a 9pm watershed for HFSS advertising on TV and on-demand services and a 24-hour ban on paid-for HFSS advertising online. These rules are scheduled to come into effect on 5th January 2026. You can read more about the legislation here.
Adapting to food advertising restrictions with out-of-home
With tighter rules on product-specific campaigns across TV, online and digital platforms, food and drink companies must rethink both their marketing strategies and the channels they use to reach audiences. Traditional awareness-driving platforms will be limited, meaning brands need to explore new, compliant advertising environments that still deliver strong impact.
OOH advertising provides a powerful solution
As a regulated yet highly effective channel, Out of Home (OOH) advertising delivers reach, frequency and visibility while staying within government guidelines. Location-based OOH campaigns such as roadside billboards or digital panels near supermarkets, convenience stores and food outlets enable brands to influence purchasing decisions right at the point of sale, driving measurable results.
Smarter targeting with programmatic OOH
OOH has evolved well beyond static billboards. With programmatic buying, advertisers can now use audience data, day-part targeting and real-world triggers, such as weather conditions or local events, to keep campaigns relevant and maximise performance. This level of flexibility ensures food and drink brands remain engaging while staying compliant with advertising regulations.
Reaching consumers in social, leisure and hospitality settings
Alongside roadside panels, our network of digital advertising screens in pubs, bars, gyms and leisure venues offer a valuable way to connect with adult audiences. These social environments create memorable brand moments during relaxation and enjoyment and are proven to enhance engagement. By reaching people where they spend their free time, advertisers can stay front-of-mind without breaching restrictions designed to protect younger consumers.
Why OOH is essential under food advertising restrictions
As scrutiny around less healthy food advertising increases, visibility in trusted, high-quality public spaces is more important than ever. Unlike online platforms where ads may be blocked or restricted, OOH ensures your brand message is seen, remembered and trusted. Rather than being lost in the noise of digital restrictions, OOH enables companies to stand out and connect with consumers in meaningful, real-world moments.
