Food Giants Increase Junk Food Ad Spend Before HFSS Ban

Junk Food Ad Spend Surge: UK Food Giants Boost Advertising Before HFSS Ban

UK food giants have ramped up their marketing efforts ahead of the upcoming HFSS (high in fat, salt, or sugar) advertising ban. The Junk Food Ad Spend Surge comes just months before restrictions are set to impact TV ads.

Junk Food Ad Spend Surge: A Strategic Move

In 2024, UK food brands increased their ad spend by £420 million, a 26% rise year-on-year. This significant surge in marketing expenditure coincided with strong sales of snack foods. Experts suggest the boost in ad spend is closely tied to the upcoming HFSS regulations set for October.

James McDonald, Director of Data and Intelligence at WARC Media, noted, “The timing of the surge aligns with the introduction of the HFSS ban.” With a hefty ad spend, food giants are aiming to maximize their reach before stricter advertising rules take effect.

HFSS Ban and Advertising Regulations

The UK government plans to implement the HFSS advertising ban on TV before 9 pm. This policy is part of the effort to combat rising obesity levels in the country. However, the ban will not apply to outdoor ads, audio advertising, or social media influencer partnerships.

Food brands, such as Cadbury and Coca-Cola, are already strategizing ways to navigate the new rules, particularly around festive food campaigns. Despite the ban, pure brand messages are exempt from restrictions, allowing companies to promote corporate social responsibility or healthier products.

Adapting to the New Rules

As brands adjust to the new landscape, creative solutions will be necessary. The government has clarified that brands may need to promote healthier options or highlight non-product aspects like customer experience. This shift raises concerns in the grocery industry, with some questioning the future of festive marketing.

M&S Chairman Archie Norman expressed concern, suggesting that Christmas ads may be impossible if festive foods fail to meet HFSS criteria.

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