Food and drink manufacturers are pondering changes to their marketing strategies in the wake of the government’s commitment to strengthen HFSS legislation.
Under plans voiced by health minister Andrew Gwynne, all products deemed HFSS – high in fat, sugar or salt – will be banned in pre-9pm TV ads from 1 October 2025.
It’s a tough environment for marketeers, who used to have relatively free rein to secure ‘mental availability’, or awareness. As the new regulations make it harder to advertise products, brand awareness will naturally become a challenge. Growth then becomes harder.
Beyond TV ads, consultation around other paid media channels, including online ads, continues. What does this mean for brands?
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