PR Agency One

From January 2026, new HFSS rules will ban paid digital ads for cakes, biscuits, chocolate, crisps, sugary drinks and more. TV spots before 9pm are also restricted, and influencer gifting counts as paid advertising.

But there’s good news: PR, earned media and organic social remain outside the rules.

We’ve created a playbook to show how brands can adapt and thrive.

Read the full guide here:

HFSS will reshape food marketing – and that’s a good thing for PR The new HFSS (high fat, salt or sugar) restrictions from January 2026 on UK food and drink advertising will face its biggest shake-up in decades. Is this an opportunity for PR agencies to shift focus from paid social to earned media?

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