by Heather Dolan

Role out of HFFS legislation

Role out of HFFS legislation

The HFFS advertising restrictions introduced will reduce the prominence of less healthy food and drink advertising, marking a positive step for public health. While brand advertising remains exempt, meaning companies selling predominantly less healthy products will still be visible, they will need to shift away from promoting specific products, creating a clear incentive for change.

Products are assessed using the Nutrient Profiling Model, which balances positive and negative nutrients. This encourages brands with products close to the threshold to reformulate in order to fall outside the restrictions. Even modest changes, applied at scale, can have a significant impact on population health, and I hope this drives a new wave of reformulation, innovation and more responsible, health-led marketing across the industry.

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