Can you believe it’s been a whole month since the blanket ban on HFSS paid-for online advertising came into force? For those not in the know, the UK Government has enacted a ban on paid advertising for HFSS (High Fat, Salt, Sugar) products as of 5th January 2026.
The world of food social media and influencer marketing has definitely shifted, but it’s not all doom and gloom; it’s simply time to adapt creatives. I won’t lie, it can feel restrictive with the new rules placed on influencer partnerships, gifting and paid social spend. However, this is the new reality for the FMCG social sphere, so creators, brand managers and social media marketers, we have to adapt!
Adaptability will be our superpower, and when you break it down, the regulations don’t seem so big and scary. So, here is what I’ve learnt in the past month.
