Turning regulation into opportunity: HFSS ad strategies

Data from Savanta’s Consumer Omnibus indicates that public support for stricter advertising regulations on high-fat, salt, and sugar (HFSS) foods is high as new government legislation looms. Below is an outline of how Savanta can support businesses that must adapt their marketing strategies before the legislation is enforced.

Amy Sams Consultant 04/12/2024

Public concern over childhood obesity and advertising

Childhood obesity has surged since the pandemic, with 40.9% of Year 6 children classified as overweight in 2020-2021, up from 35.2% in 2019-2020.[1] According to Savanta’s Consumer Omnibus, this has led 65% of the public to believe that regulations restricting advertising of HFSS foods to children will be a helpful step towards reducing obesity amongst this age group.

Despite this being a popular initiative, nearly 50% of confectionery and snack ads still air between 5:50 am and 9:00 pm, times when children are most likely to be watching TV.[2]

The demand for action is clear, with 67% of UK adults believing that high-volume HFSS product sellers should do more to combat childhood obesity. With strong public pressure, the Government is setting plans in motion to make these advertising regulations a requirement.

Upcoming legislation: A new challenge for businesses

In response to public pressure, the Government plans to introduce stricter advertising regulations to halve childhood obesity by 2030. Key measures include a 9:00pm TV watershed for HFSS products and restrictions on paid-for HFSS advertising online, effective from 1st October 2025. [3]

Businesses have less than a year to prepare for these changes. Compliance not only requires revising current advertisements but also strategising on how to leverage exemptions, such as on-demand, brand-only and B2B advertising, as well as SME exemptions.

Stay ahead of the HFSS ad ban through creative evaluation

At Savanta, we use our ABCD framework (Attention, Branding, Communication and Desire) to provide actionable insights for your advertising campaigns. Our creative evaluation framework tests alternative strategies and can measure the impact of your HFSS ads on different demographics.

Creative evaluation can help navigate the HFSS ban by testing your alternative advertising strategies. Through our work, we will measure the strength of emotion in implicit communications to understand key drivers of consumer purchasing behaviour – this will enable us to truly understand an advertising campaign’s impact.

In the context of the HFSS ad ban, we would start by assessing the current impact of your HFSS advertisements and then analyse the effect of the new regulations. Our strategic recommendations will ensure your ads remain compliant whilst also being effective in delivering impact.

Savanta has a proven track record of helping big brands navigate regulation changes. We have experience testing, assessing and optimising campaigns and high volumes of communications for clients, ensuring they are creating content that adheres to legislation. Our work within the Consumer Duty framework is a key example of this, working with financial service providers to ensure they adhere to the new FCA remit that all communications must be easy to understand and limit the risk of harm for consumers.

Let’s shape a healthier future together

The shift towards stricter HFSS advertising regulations is not just a challenge but an opportunity for innovation. Businesses that adapt creatively will not only comply with regulations but also resonate more deeply with health-conscious consumers. By rethinking your advertising strategies now, you can position your brand as a leader in promoting healthier lifestyles.

Public support for more HFSS regulations is strong, and the time to act is now. Partner with Savanta to navigate these legislative changes seamlessly and ensure your campaigns are both effective and compliant. Contact us today to discover how we can help your business thrive in this new regulatory environment. Together, we can create advertising that not only meets legal requirements but also inspires healthier choices for future generations.