A new chapter for advertising in the UK
From 1 October 2025, the UK advertising landscape will change. New legislation will restrict the promotion of “less healthy food and drink (LHF)” products on TV before 9pm and across all paid online platforms, with full legal enforcement following in January 2026.
For many brands, this feels like a major shift — but it’s also a chance to rethink strategy. Out-of-Home (OOH) remains one of the most powerful channels available, offering scale, visibility, and compliance at a time when other options are narrowing.
At Excite OOH, we see this as less about restriction and more about opportunity. Brands that adapt early can secure premium sites, tell their story in fresh ways, and stay ahead of competitors.
What the rules actually say
The upcoming restrictions are focused specifically on product advertising:
- No identifiable LHF product ads on TV before 9pm.
- A 24/7 ban on paid online ads for those products.
- Crucially, brand advertising is exempt — meaning campaigns that promote the brand overall (without highlighting a specific restricted product) remain permitted
This brand exemption is key. It gives companies room to stay visible, as long as they evolve the way they communicate.
Which products are classed as LHF or HFSS?
The new advertising restrictions apply to foods and drinks defined as “less healthy” using the Government’s Nutrient Profiling Model (NPM). This scoring system looks at levels of fat, salt, sugar, fibre, fruit and vegetables, and protein to decide whether a product is classed as HFSS.
Typical HFSS categories include:
- Confectionery and chocolate
- Sugary soft drinks and energy drinks
- Crisps and savoury snacks
- Fast food and takeaway meals
- Some ready meals, pizzas, and baked goods
For FMCG advertisers, this means that many of the UK’s most popular impulse and convenience products are affected. However, brand-led campaigns and non-HFSS product ranges remain open opportunities — especially in Out-of-Home (OOH), which continues to be a compliant and highly effective channel.
Why OOH is a natural fit for LHF brands
OOH is uniquely placed to support LHF brands through these changes:
- Unmissable scale: OOH reaches 97% of the UK population each week
- Trusted environment: Seen in real-world spaces, OOH carries credibility and impact.
- Compliance ready: OOH has long adapted to advertising standards — including alcohol, gambling, and TfL’s HFSS rules — providing a tested framework for compliant campaigns.
- Flexibility & innovation: With programmatic digital OOH (pDOOH) and dynamic creative tools, brands can target by location, audience, time of day, even weather or sales data
Simply put: OOH is one of the only broadcast-scale channels left for LHF brands.
Lessons from London’s TfL policy
When Transport for London introduced HFSS restrictions in 2019 across the Underground, bus shelters, and taxis, many brands initially feared they’d lose visibility. Instead, they adapted with brand-led creative and compliant OOH planning
Some even reported measurable sales uplifts from smart campaigns designed within the new framework — proving that compliance can drive creativity and effectiveness at the same time.
This precedent shows that OOH isn’t just a fallback channel — it’s a proven way to thrive under regulation.
How Excite OOH supports LHF brands
We partner with leading food and drink brands to help them:
- Plan compliant campaigns aligned with the new rules.
- Develop creative strategies that focus on brand storytelling.
- Secure premium inventory — from roadside billboards and transport hubs to mall screens and digital formats nationwide.
- Leverage data-driven targeting through programmatic DOOH to reach adult audiences in the right places, at the right times.
With our nationwide reach and experience across regulated categories, we ensure LHF brands continue to grow with confidence.
Expert perspective
“The upcoming LHF legislation is a turning point for the industry, but it’s also a huge opportunity. Out-of-Home gives brands the chance to stay visible, build trust, and connect with consumers in powerful ways. At Excite OOH, we’re already helping clients re-shape their campaigns to make the most of this moment — ensuring they stay compliant while still achieving real business impact.”
Elliot Ward, Founder, Excite OOH
Looking ahead
The rules may change, but the fundamentals don’t: strong brands need visibility, relevance, and trust. OOH delivers all three — and its role will only grow as the UK’s HFSS restrictions come into force.
Premium inventory will become more competitive as more brands pivot into OOH. Those who plan early will secure the best sites, tell their story creatively, and turn compliance into a competitive edge.
FAQs on the LHF Advertising Ban
Yes. While TV (pre-9pm) and paid online ads will be restricted, LHF brands can still advertise through Out-of-Home, print, radio, cinema, point-of-sale, and brand-led campaigns that don’t feature restricted products.
Industry is expected to comply from 1 October 2025, with full legal enforcement from 5 January 2026.
The rules use the Government’s Nutrient Profiling Model (NPM) to decide what counts as “less healthy.” This typically includes confectionery, crisps, sugary drinks, fast food, and some ready meals.
Organic posts are allowed, but paid promotions (boosted posts, paid influencer campaigns, sponsored content) for restricted products will not be permitted online. Brand-led or healthier product campaigns are still fine.
No. The rules apply mainly to larger companies (over 250 employees or £50m turnover). Smaller local food businesses are exempt.
We provide expert planning, access to premium OOH inventory nationwide, and creative strategies to ensure your campaigns remain both compliant and high-impact.
Ready to future-proof your campaigns?
Excite OOH helps LHF brands navigate the new rules with confidence.
👉 Get in touch with our team to explore how we can build your next campaign.
