You'll know the acronym HFSS if you're working in food and beverage by now. It stands for High Fat, Salt and Sugar foods - think chocolate, crisps, sugary cereals, fizzy drinks, and most ready meals.
From October 2025, the government is introducing some of the strictest advertising rules in years. The goal is simple: limit exposure to HFSS products, particularly for the under-16s. And yes, influencer marketing is in scope.
But here's the good news: that does not spell the end of influencer marketing. It is just evolving, and there are plenty of ways in which brands can still collaborate with creators to drive awareness, trust, and engagement.
1. Who is it impacting?
The restrictions impact:
- HFSS food and drink brands.
- Offline and online retailers.
- Agencies and advertisers with campaigns.
- Influencers and creators currently promoting HFSS in paid partnerships.
If your product is HFSS, the opportunities for online advertising are shrinking, but there is still plenty you can do.
2. What are the October 2025 regulations?
The main points:
- Paid online advertising of HFSS products is prohibited, including influencer marketing, display ads, paid social, and search.
- TV ads have a 9pm watershed.
- ASA/CAP rules still apply: HFSS cannot be advertised to under-16s, and content must not have child appeal.
So from October:
❌ No paid influencer ads promoting HFSS products directly.
✅ You can still work with influencers - just not on direct product promotion.
✅ Campaigns must be focused on brand, values, and experience rather than the product itself.
3. What does that mean for influencer marketing?
Influencer marketing isn't dead, it just needs a smarter, more creative approach.
Rather than "here's me eating this chocolate bar," campaigns will be about what the brand believes in: lifestyle, occasions, cultural relevance, or values.
Creators who have a youth audience are off-limits, but influencers who are adult-focused can still share engaging stories about your brand.
4. Practical workarounds for influencer marketing
Below are some of the ways that brands can still partner with creators while being compliant:
- Focus on experiences instead of products
- Invite influencers to events, workshops, or tasting sessions and request that they document the experience - without placing the HFSS product centre stage.
- Example: a chocolate brand hosting an adult chocolate-making masterclass.
- Use non-HFSS products
- Highlight healthier ranges or new product lines outside HFSS, so content is still relevant and engaging.
- Example: a soft drink brand highlighting its low-sugar drinks in lifestyle content.
- Brand storytelling series
- Create multi-part campaigns centred around the brand's story, values, or heritage.
- Example: a "sourcing journey" series showcasing where ingredients are sourced or sustainability initiatives.
- Occasion-led campaigns
- Contextualise the brand around adult occasions like dinner parties, weekends, or celebrations, where the product can be subtly featured in context without being the hero.
- Collaborations and partnerships
- Collaborate with chefs, mixologists, or lifestyle creators to co-develop recipes, serving ideas, or experiences.
- Example: a brand-led recipe campaign where influencers showcase how HFSS products can be part of an occasional treat.
- Cause-led content
- Root your brand in higher purposes that resonate with adults.
- Example: influencers supporting a sustainability campaign your brand is part of, or wellness content in line with lifestyle choices.
The common thread? The focus is on purpose, experience, and brand values, not explicitly promoting HFSS products.
6. How do brands prepare for this shift?
To be ready for October 2025:
- Audit current activity – identify product-led influencer campaigns.
- Rethink strategy – invest budget in brand-led content.
- Spotlight non-HFSS ranges – use these for active influencer campaigns.
- Stay on top of compliance – know ASA and CAP rules inside out.
- Work with the right creators – those who can tell your brand story credibly and creatively.
7. How can The Influence Room help?
The Influence Room is helping brands navigate the HFSS changes by:
- Audience insights – making sure creators’ audiences are compliant.
- Creative briefing – pivoting campaigns from product-first to brand-first.
- Trusted creator network – talent capable of delivering authentic, engaging stories.
- Compliance guidance – offering brands assurance without compromising outcomes.
Influencer marketing isn't dead; it's evolving. With the right strategy, it can remain one of your most powerful ways of reaching adult audiences.
In conclusion
As of October 2025, paid HFSS advertising via influencer partnerships will be off-limits.
But here is an opportunity: campaigns can now focus on brand-led storytelling, experience, moments, and purpose. With the correct approach, influencer marketing can be more innovative, more authentic, and more strategic than ever.
At The Influence Room, we navigate brands through these changes and create campaigns that are compliant, compelling, and future-proof, showing influencer marketing still has a huge role to play in the HFSS industry.
Want help navigating HFSS restrictions? Get in touch.
