A turning point for FMCG advertising
From October 2025, new UK legislation will restrict advertising for “less healthy food and drink” (LHF) products — blocking campaigns on TV before 9pm and banning all paid online ads. Full legal enforcement follows in January 2026.
For FMCG brands, this means a major shift in how audiences can be reached. Yet, it’s also an opportunity to rethink strategy — and that’s where Out-of-Home (OOH) advertising comes in.
Why OOH is the channel to watch
While TV and online are tightening, OOH remains one of the most effective, compliant options for LHF brands. It:
Reaches 97% of the UK population weekly.
Delivers impact in trusted, real-world environments.
Offers precision through programmatic digital OOH — targeting audiences by location, time of day, or even weather.
Importantly, OOH already has experience adapting to regulation. When Transport for London introduced its own HFSS advertising restrictions in 2019, brands quickly pivoted to brand-led creative campaigns that still drove results.
What this means for marketers
For FMCG advertisers, the message is clear: OOH is no longer just a brand awareness channel — it’s now a central pillar of any compliant media mix. As demand for premium sites grows, early planning will be key.
Looking ahead
The HFSS restrictions may feel like a challenge, but they’re also a catalyst for innovation. Brands that embrace OOH will not only stay compliant, but also discover new ways to connect with audiences in meaningful, measurable ways.
👉 For a full breakdown of the legislation, which products are affected, and how OOH can help brands thrive under the new rules, read our in-depth guide here: https://www.exciteooh.com/lhf-hfss-advertising-ban-ooh/.
Elliot Ward is Founder of Excite OOH, an independent agency helping brands and FMCG advertisers deliver high-impact Out-of-Home campaigns across the UK and internationally.
