This week the UK introduces new strict rules on advertising “Less Healthy Food” (LHF) — a subset of HFSS (High Fat, Salt, Sugar) products. To be classed as LHF, a product must qualify as HFSS under the Nutrient Profile Model and fall into 13 Government-defined categories (e.g., confectionery, sugary drinks, crisps, etc).
The advertising rules will primarily impact TV and On Demand Streaming Platform Advertising pre-9pm and Online Paid-For and Advertising and forbids that creative feature an identifiable LHF product.
For Online and Social content this will mean no advertising or boosted content where the LHF product is visible and even effects any paid-for or gifted influencer content, competitions and giveaways etc… basically, if any promotional content features an identifiable LHF product it’s a no go.
What the new rules mean is that we will need to get smarter with our content. Moving away from specific products and focusing more about brand building and storytelling. For example, you might be a famous four-fingered chocolate bar with a famous tagline ‘Have A Break’, perhaps any paid-for or gifted content now becomes focused around the ritual and enjoyment of taking a break.
Whilst still a new hurdle to navigate, this feels somewhat straight forward in terms of LHF products, but when it comes to hospitality this has the potential to be a bit harder when you are hoping to promote a new menu or restaurant offering. After all, if you’re a burger brand, how can you promote a new burger?
This is where storytelling and a focus on the experience will be vital. Knowing your story, your values, who you are as a brand and bringing this to life will be even more key. Your gifted or paid-for influencer partners can focus on the overall experience, the atmosphere, the service, the vibe, as well as providing them with information about your story and journey so far. You may also even want to consider specially adapted LHF-free influencer menus.
For your own advertising, this will have a similar inspiration but it’s an opportunity to celebrate your people as well. Bring your team to the forefront and have them talk about your brand, business and potentially even the product (something to still toe a line with), but most importantly their journey.
It is worth remembering that these guidelines do not impact your organic content. Post organically and you can still create that balance of any potentially relevant LHF product visuals against your wider promotion and paid-for story telling content. Just remember the moment that any value changes hands, the rules apply.
