With HFSS (high fat, salt & sugar) regulations tightening and CPMs rising, brands need to stay compliant and competitive. Here is some insight from our Client Success Lead, Jordan Crich, on these restrictions and how Nano Interactive can help. 

 

What’s changing 

  • From 1 October 2025, the industry began a voluntary compliance period on advertising of LHF products. 
  • From 5 January 2026, the rules become legally enforceable – what does that mean for digital advertising? On paid digital channels (paid search, social, video & display, sponsored listings): Ads for identifiable LHF products will be prohibited entirely when targeting UK audiences. 
  • Products affected are those in specified food/drink categories and that meet the nutrient profiling model threshold (i.e., HFSS). If an ad allows a viewer to reasonably identify a specific LHF product (even without the product showing), then the restrictions apply. 

 

Exemptions & What’s Still Allowed 

  • Branding is still allowed and is intended to remain out of the scope of the restrictions, however ads must avoid making LHF products identifiable – creatives will likely be under scrutiny within this grace period and even more so during the actual ban in January.  
  • SME’s (under 250 employees) who advertise products they make/sell are still permitted but still must follow previous CAP Codes.  

 

Implications for advertisers 

What does this mean for the future of online paid advertising and LHF brands?  

  • Media planning will evolve, with advertisers naturally leaning into channels that remain unaffected by these restrictions. However, there is an opportunity to explore new ways to reach audiences, using formats and strategies that still deliver scale and impact, without breaching compliance. 
  • Creative approaches will need a reset. The focus will shift toward brand storytelling, CSR, and utility-led narratives. building an emotional connection with audiences rather than relying purely on product promotion. It’s about telling the brand’s story, not just showing what’s on the shelf. 
  • Expect some short-term sales pressure. Moving from product-led to brand-led activity can feel uncomfortable, especially for businesses driven by immediate targets. But investing in brand equity now will be key to maintaining, and even growing, share of voice in the long term. 

 

How can Nano Help?  

At Nano, we’re here to support brands through this transition in any way we can. Below are a few key areas where we can help LHF advertisers make the most of the grace period and prepare confidently for the 5th January deadline: 

  • Privacy-first reach: Tap into Nano’s cookieless, real-time intent and contextual solutions to connect with adult audiences at scale, while staying fully compliant with CAP Codes. 
  • Creative compliance & impact: Make use of Nano’s Rich Media extensions and our expert creative team to adapt your assets seamlessly to the new rules, ensuring every execution remains compliant without losing share of voice or engagement. 
  • Smarter measurement: Strengthen your measurement framework to understand how audience behaviour evolves through this shift. Use brand-lift studies and attention metrics like Nano’s Time-in-View to maximise share of voice for your brand campaigns and clearly track impact over time. 

 

Our team would also be happy to host a session or presentation for your agency or marketing teams, breaking down what these changes mean in practice and how Nano can help you stay compliant while continuing to grow brand impact. 

Contact us at: ClientSuccess@nanointeractive.com