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What is HFSS and How Does it Impact Your Marketing?
The UK is introducing new legislation to restrict the advertising and promotion of HFSS (High Fat, Salt, and Sugar) products. This includes updated guidelines for how these products can be marketed, particularly in digital ads, on TV, and in-store.
Key HFSS Legislation Changes Include:
- Promotion Restrictions: From October 1, 2025, retailers will no longer be able to offer volume-based promotions (e.g., “buy one, get one free”) for HFSS products.
- Placement Restrictions: HFSS products will be restricted from being placed in prominent store locations, such as entrances, aisle ends, and checkouts.
- Advertising Restrictions: Starting January 5, 2026, advertisements for HFSS products will be prohibited before 9pm on TV and regulated on-demand services.
- The restrictions also include a complete ban on paid online advertising of HFSS products.
- The ban applies to paid-for-advertising, including online display adverts, video pre-rolls and sponsored influencer content, but not organic or brand advertising without product mentions.
Why Direct Mail is a Compliant and Effective Solution for Your HFSS Marketing Needs
While Direct Mail (DM) is not directly impacted by the same restrictions as digital ads and TV promotions, it still needs to adhere to the HFSS promotion rules. For example, volume-based promotions (like “buy one, get one free”) for HFSS products cannot be used in DM campaigns after October 2025.
However, Direct Mail still offers a compliant, high-impact solution for brands within the HFSS sector, and here’s why:
1. Direct Mail Can Reach Customers Without Timing or Channel Restrictions
Unlike digital and TV advertising, Direct Mail isn’t subject to time-based restrictions or platform-specific bans. You can continue to engage with your customers without worrying about when your message will be shown or where it will appear.
2. Personalised Campaigns that Cut Through the Noise
Direct Mail allows you to reach customers in a personal and tangible way. As digital advertising becomes more saturated, Direct Mail stands out by delivering a memorable, personalized message that resonates with your audience. We help you create tailored campaigns that align with customer preferences and drive engagement.
3. Higher Engagement & Response Rates
Research consistently shows that Direct Mail delivers a 28% higher response rate compared to digital ads. This makes DM an effective channel for generating customer action, particularly when promoting regulated products like HFSS items.
4. Long-Lasting Impact
Direct Mail creates a lasting impression. Physical mail remains in customers’ hands for longer, increasing brand visibility and keeping your message top of mind.
Contact Us to Explore How Direct Mail Can Support Your HFSS Marketing Strategy
At PSE, we focus on leveraging Direct Mail as a marketing channel to drive customer engagement for brands in the HFSS sector. We can help you craft campaigns that can still deliver maximum impact.
Get in Touch
Want to learn more about how Direct Mail can work for your brand? Contact PSE today to discuss how we can help you create effective, compliant campaigns that connect with your customers