HFSS restrictions aren’t just coming, they’re already making their mark

New research from the University of Leeds reveals that supermarket rules regarding promotions have reduced the sale of HFSS products by almost two million items per day.

From October, multi-buys disappear altogether, and then in January 2026, the advertising squeeze begins. A 9pm watershed for TV and a 24/7 ban across paid digital, from influencer partnerships to retail media.

For FMCG brand managers, the days of leaning on price promotions and prime-time ads are numbered. What will matter is how you build equity elsewhere, through storytelling, cultural partnerships and creator-led content that keeps your brand front of mind.

For the past 15 years, Stir has helped brands navigate cultural and legislative change to set them up for future success. If you want support to test, learn and evolve strategies ahead of the 2026 HFSS rules, and ensure your brand is fighting fit when they land, drop us a line.