{"id":17709,"date":"2022-04-12T11:15:15","date_gmt":"2022-04-12T11:15:15","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/hfss-legislation"},"modified":"2022-04-12T11:15:15","modified_gmt":"2022-04-12T11:15:15","slug":"hfss-legislation","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/hfss-legislation","title":{"rendered":"What will the ban on HFSS advertising mean for your brand?"},"content":{"rendered":"\n
While there may be a delay in its implementation<\/a>, the UK government is set to introduce legislation that will restrict the advertising of products that are high in fat, sugar and salt (HFSS).<\/strong><\/p>\n\n\n\n Ads will not be able to run on TV until 9pm<\/a>. On non-broadcast media, including social media, this will mean bans on paid advertising appearing in any media that\u2019s specifically targeted to children under 16<\/a> – or where under 16s comprise more than 25% of the audience. <\/p>\n\n\n\n Even ads that don\u2019t feature HFSS<\/a> products can still be treated as if they were promoting a HFSS product if the branding is similar, like a shared logo or character.<\/p>\n\n\n\n You can still advertise your HFSS products<\/a> on digital audio platforms (like online-only radio), point-of-sale ads (like online banners on the retail site), and on your owned media like websites – as well as in organic social media content, rather than paid.<\/p>\n\n\n\n According to The Guardian<\/a>, brands spend an estimated \u00a3400m each year on advertising food products online and on TV, and this ban could cost major broadcasters \u00a3200m pa in lost revenue.<\/p>\n\n\n\n The UK Government<\/a> predicts that the ban will cost businesses \u00a34.2m as they adapt to the regulations. It\u2019s expected to cost \u00a34.6bn in lost revenue for online platforms and mean a \u00a366m blow for advertising agencies that would usually place these ads. It also believes that retailers would see a \u00a327.5m reduction in profits for retailers and manufacturers of HFSS products.<\/p>\n\n\n\n While this is going to be a big change for brands that sell HFSS products, if you put the right strategies in place, it will prove to be a positive one.<\/strong><\/p>\n\n\n\n While there may be a delay in its implementation, the UK government is set to introduce legislation that will restrict the advertising of products that are high in fat, sugar and salt (HFSS). Ads will not be able to run on TV until 9pm. On non-broadcast media, including social media, this will mean bans on…<\/p>\n","protected":false},"author":46,"featured_media":17880,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","transcript_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[21],"tags":[],"yoast_head":"\nBut, it\u2019s not a total ban on mentioning HFSS products. <\/strong><\/h2>\n\n\n\n
The impact on brands and agencies<\/strong><\/h3>\n\n\n\n
How will this impact your brand?<\/strong><\/h3>\n\n\n\n
The HFSS changes sound intimidating, but really, you need to focus on three core areas to help your brand navigate these new rules. <\/h3>\n\n\n\n
\n\n\n\nThank you to our social and community engagement manager Sarah Dear<\/a> for her research and contribution to this post. <\/h5>\n","protected":false},"excerpt":{"rendered":"