HFSS social media guidelines - what’s actually changed January 2026

Following the launch of the latest HFSS guidance, which bans paid online advertising for the promotion of ‘Less Healthy Foods’ (LHF), we were interested in understanding what impacts it’s had so far and what that means for brands.

What have we identified?

It’s very challenging to decide whether items are going against the HFSS guidance, given that their nutritional content is hard to interpret from a visual asset. As such, there’s no guarantee that what a brand posts is compliant (or not).

Even so, businesses seem to lack confidence posting food imagery under the new rules - we’ve seen a large decrease (44%) in the number of ads run (which include food) since the ban came into effect, which signals their nervousness at this time. There are exceptions to this, however - for example McDonald’s UK who in the past week have tripled their TikTok ad creative variants running.

We’re seeing far more emphasis on brand-owned apps, which leans into loyalty, and as time goes on brand building as an alternative method to food products.

What does this mean?

Thus far no brands have been publicly rebuked, but expect to see fewer dish-related ads and influencer content in the coming months, with a greater focus on brand and experience.

To discuss how your strategy should change, how to create compliant content, and how to effectively use creators for your food or drink brand, get in touch.