HFSS Has Changed Marketing

Are you keeping up with HFSS changes?

At the end of last year, the UK introduced new legislation to restrict the advertising and promotion of HFSS (high fat, salt and sugar) products — and the impact has been immediate.

For many brands, these changes haven’t just required tweaks, they’ve forced a fundamental rethink of how, where and when they communicate with customers.

The new regulations significantly affect digital and TV advertising. There is now a ban on advertising HFSS products on TV and regulated on-demand services before 9pm, alongside a complete restriction on paid online advertising, including display, paid social and influencer partnerships.

You may have already noticed the shift, fewer digital ads, and a spike in TV activity later in the evening.

But this isn’t just a media planning challenge, it’s a strategic one.

A shift in how brands connect with customers

Retailers are also facing tighter rules around promotions and in-store placement. Volume-based offers such as buy one get one free are no longer permitted, and HFSS products can’t be positioned in high-visibility areas like entrances or checkouts.

For brands that have relied heavily on these mechanics, the impact is significant.

Channels that once drove acquisition and product visibility are now restricted. As a result, marketers are being pushed to reassess their media mix and find alternative ways to stay visible, relevant and compliant.

Where direct mail comes into its own

This is where Direct Mail becomes a powerful and practical solution.

Unlike digital and TV, Direct Mail is not subject to the same platform or timing restrictions, although it must still adhere to the rules on promotions. It gives brands the ability to communicate directly with customers in a controlled, brand safe environment.

And importantly, it allows brands to continue doing what matters most, launching new products, driving store and online traffic, staying front of mind, and building meaningful customer relationships.

From postcards and letters to product samples, door drops and more, Direct Mail offers a flexible format that can be tailored to different audiences and objectives.

More than a workaround

Direct Mail isn’t simply filling a gap left by restricted channels.

It represents a shift towards more considered, effective marketing.

When planned well, it supports clear communication, relevance and transparency. It allows brands to move away from short term impressions and instead focus on value, storytelling and long term engagement.

“Direct Mail enables brands to focus on value, brand storytelling and customer relationships, rather than short term impressions.”

This is particularly important in a landscape where trust, accountability and responsible marketing are under greater scrutiny.

A channel that delivers results

Alongside compliance, performance remains critical, and this is where Direct Mail continues to stand out.

Research from JICMAIL shows that:

• Direct Mail achieves 96% engagement rates
• It delivers an average 7.9% response rate
• Mail stays in the home for 7–8 days, creating repeated brand exposure

And it doesn’t stop there.

• 80% of mail is opened, compared to far lower visibility across many digital formats
• 44% of consumers visit a website after receiving mail, showing its ability to drive online action
• Campaigns that include Direct Mail report up to 28% higher ROI when integrated with other channels

This is supported by insights from Royal Mail MarketReach, which highlight the role of mail in driving both immediate response and longer term brand impact.

In a world of fleeting digital impressions, that level of sustained attention and action is hard to ignore.

Why direct mail, now more than ever

• Reach customers without restrictions
  • Direct Mail isn’t subject to time-based or platform bans, allowing you to engage customers freely within a compliant framework.
• Cut through with personalised, relevant communication
  • As digital channels become increasingly saturated, physical mail stands out. It offers a tangible, personalised experience that’s harder to ignore and more likely to resonate.
• Drive stronger engagement and response
  • With high engagement and response rates, Direct Mail continues to deliver measurable performance that supports both acquisition and retention.
• Create longer lasting impact
  • Unlike digital ads that disappear in seconds, mail remains in the home, often for days, reinforcing messaging and increasing the likelihood of action.

Working alongside digital, not against it

It’s not about replacing digital entirely.

The most effective strategies bring channels together, and the data supports this approach.

Direct Mail works seamlessly alongside digital, driving customers online, reinforcing messaging, and improving overall campaign performance. It adds weight to digital activity, helping brands maintain momentum where digital only strategies are becoming more limited.

What this means for brands

HFSS regulations have accelerated a wider shift in marketing.

Brands are being encouraged to think more carefully about how they communicate, where they show up, and the value they provide to customers.

Direct Mail supports this shift. It offers a channel that is not only compliant, but effective, measurable and aligned with long term brand building.

A smarter way forward

Rather than seeing these regulations as a barrier, there’s an opportunity to evolve.

To build campaigns that are more targeted, more engaging and more considered.

And to use Direct Mail to create stronger, more meaningful connections with customers.