We’re really excited to share highlights from the HFSS roundtable we hosted last week, where we explored the evolving landscape of HFSS regulations and what it means for brands. It was a fantastic opportunity to bring together industry voices and have an open conversation about both the challenges and creative opportunities ahead.
One thing was immediately clear: the HFSS rules remain intentionally grey. From identifying what counts as a LHF product to navigating reformulation and brand advertising, there’s still a lot to interpret – especially with enforcement ramping up in 2026 with D-Day on 5th January. For brands, this means thinking strategically about risk, building libraries of compliant creative examples, and auditing all content carefully.
Influencer content emerged as a key area of risk and opportunity. It’s complicated – past partnerships, gifting, and organic posts can all create liability. At the roundtable, we discussed practical steps like formal agreements, cooling-off periods, and shifting content into safer formats like audio, ingredient-led stories, and behind-the-scenes content.
Brand identity and reformulation also came under the spotlight. Iconic brands are most exposed, and changing recipes or packaging can impact trust and taste. We explored how brands can tell rich stories without relying on product shots – focusing on provenance, craft, rituals, and cultural relevance.
Despite the constraints, it was inspiring to see the creative possibilities. Experiential campaigns, closed networks, newsletters, and audio content offer huge potential to engage audiences while staying compliant. We also looked at success stories like McDonald’s Menu Heist, Ginsters’ Farmonic Orchestra, and clever OOH campaigns from Oatly and Häagen-Dazs, which all demonstrate that regulation doesn’t have to stifle creativity – it can actually spark it.
Hosting this roundtable reinforced how much potential there is for brands to navigate HFSS creatively, and it was energising to see the ideas and solutions that emerged from the discussion. I’m excited to continue sharing insights from these sessions and helping brands turn compliance challenges into opportunities to tell better stories. We’ll be hosting further sessions on the topic in early 2026. Get in touch to join the discussion.
