How OOH Advertising Keeps Brands Visible Amid HFSS Regulations

How OOH Advertising Keeps Brands Visible Amid HFSS Regulations

The UK has implemented the Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024, aimed at curbing the promotion of less healthy food and drink (HFSS) products.

The UK has implemented the Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024, aimed at curbing the promotion of less healthy food and drink (HFSS) products.

What the HFSS Regulations Mean for Brands

  • TV Restrictions: HFSS ads cannot air before 9pm, limiting reach during prime-time viewing.
  • Online Restrictions: Paid-for digital HFSS ads are banned 24/7, reducing exposure on social media and websites.
  • Target Audience Considerations: Brands must ensure that advertising content does not target children or other restricted groups.

These restrictions may reduce opportunities on traditional digital and broadcast channels, meaning brands need alternative strategies to maintain awareness.

The Role of OOH Advertising in a Regulated Landscape

Out-of-Home (OOH) advertising offers a unique advantage for brands navigating HFSS regulations. Unlike TV or online ads, OOH campaigns:

  • Reach Broad Audiences: Strategically placed billboards ensure brands are seen by a wide demographic.
  • Target Adults Effectively: Screens in social, leisure, and commuter locations allow brands to reach adult audiences in environments where HFSS restrictions are less restrictive.
  • Maintain Consistent Visibility: OOH ads can’t be skipped or blocked, helping brands stay front of mind.
  • Adapt to Context: Digital OOH allows for dynamic content tailored to location, time, or audience, increasing engagement while remaining compliant.

OOH offers a channel that is both compliant with HFSS regulations and highly effective for maintaining brand presence.

Planning for HFSS Compliance

Adapting to HFSS regulations requires careful planning. Brands should:

  1. Audit current campaigns to identify areas affected by restrictions.
  2. Evaluate alternative media channels, such as OOH, that allow compliant visibility.
  3. Consider audience behaviour, location, and timing to maximise engagement within legal parameters.
  4. Monitor regulatory updates, as guidance and enforcement can evolve over time.

By understanding the rules and strategically selecting channels, brands can continue to communicate effectively, protect their visibility, and comply with regulations.