The UK’s upcoming restrictions on advertising products high in fat, salt, and sugar (HFSS) are set to reshape the grocery landscape.
From January 2026, new legislation will ban TV advertising for these goods before 9 pm, as well as any paid online ads.
This presents a considerable challenge for many of the UK’s most established grocery brands, writes Attila Kecsmar, CEO of Antavo.
Household names like McVitie’s, Kellogg’s and Walkers suddenly face fewer routes to market. In-store visibility is curtailed, and traditional advertising channels are closing. For FMCG brands and retailers, these changes will inevitably impact sales, customer reach, and the ability to gather consumer insights, particularly through digital channels.
However, while the rules limit reach, they also create an opportunity. Brands are discovering that loyalty, referral, and digital engagement tools not only comply with regulations but also provide a more sustainable way to build relationships, drive sales, and collect meaningful data.
Why zero-party data is the new currency
With HFSS products losing prime advertising space, the focus must shift from broadcasting messages to creating direct, two-way connections. Loyalty programmes, especially those using modern tools like receipt scanning or app-based rewards, are proving essential for navigating this new environment.
These tools serve two critical purposes. They directly motivate purchase behaviour by rewarding it, while simultaneously collecting valuable zero-party data – information that customers willingly and proactively share in exchange for a clear benefit. Unlike the world of third-party cookies, this data is explicit, compliant, and built on a foundation of trust and a clear value exchange.
The benefit for brands is precision. Instead of allocating large budgets to generic advertising campaigns with uncertain returns, brands can now segment customers based on stated preferences, purchase frequency, or engagement patterns. This enables more relevant and personalised communication that satisfies both regulators and consumers, transforming a legislative hurdle into an opportunity to build deeper customer intelligence.
Loyalty as a lifeline
For shoppers, loyalty is more than just a marketing tactic; it’s a financial tool. With grocery inflation continuing to put pressure on household budgets, programmes that reduce the cost of shopping are highly valued. Loyalty mechanics provide an essential way to reduce the cost of shopping, even for everyday items that fall under the HFSS banner.
Whether through points-based systems, direct cashback, or discounts on repeat purchases, loyalty programmes help ensure customers can continue buying the brands they enjoy. Referral programmes add another powerful dimension: when a customer successfully refers a friend, both parties benefit, and the brand gains a potent new acquisition channel that does not rely on traditional advertising. This creates a win-win scenario where shoppers save money and brands build genuine advocacy and organic reach.
Redesigning engagement in a post-ad ban era
The HFSS ad ban necessitates a strategic reset. Brands that once measured success by share of voice or shelf prominence must now reimagine engagement around actions, not just impressions. The new goal is to create continuous, meaningful interactions that foster lasting loyalty.
Strategies should now focus on micro-engagements that build a relationship over time. Scanning a receipt, completing a gamified in-app challenge, or redeeming a reward all count as touchpoints that strengthen the customer connection while generating actionable insights.
Some brands are launching dedicated loyalty apps or embedding challenges into the purchase journey, creating experiences that encourage repeat interactions. Where visibility has declined, loyalty can step in to create these continuous engagement loops.
This means shifting focus to owned channels. The absence of traditional media exposure doesn’t mean invisibility; it means brands must build visibility through their own platforms, like apps, websites, email, and SMS. Every loyalty interaction, such as checking points, unlocking a voucher, or receiving a personalised offer, keeps the brand present in the customer’s life. Unlike a fleeting ad, these moments are intentional and recurring.
Balancing ethics and economics
A successful loyalty strategy requires not only creativity but also responsibility. Consumers are increasingly aware of data privacy and expect complete transparency about what information is collected, how it is used, and the value they receive in return. This makes it essential for brands to strike a balance between the ethical use of data and delivering tangible economic benefits.
The clearer the value exchange, the greater the trust. When customers understand that sharing their purchase data will lead to personalised discounts, exclusive access to new products, or relevant offers, they are more willing to engage. Handled correctly, this creates a virtuous cycle: customers share data, brands deliver personalised value, and loyalty deepens over time.
Promoting healthier choices through loyalty
Beyond mitigating the impact of the ad ban, loyalty programmes hold the power to proactively encourage healthier lifestyle choices. By rewarding certain behaviours, brands can gently guide customers toward different products.
Consider these health-focused loyalty strategies:
? Short-term promotions on healthier brands with a measurable LTV impact
? Point giveaways for customers who review healthier alternatives to their favourite snacks
? In-app gamification that awards extra points for healthier purchases
? Exclusive health clubs for loyal customers, offering perks like exclusive content, in-person wellness events, and early access to new healthy products
? Collaborations with fitness partners and lifestyle influencers to amplify brand perception and connect with health-conscious communities
The HFSS ad ban is more than a restriction; it’s a turning point. Brands can no longer rely on visibility alone. Instead, they must invest in deeper, more direct connections with their customers. Loyalty programmes, referral schemes, and innovative tools, such as receipt scanning, provide the blueprint for this new approach. They generate compliant zero-party data, deliver meaningful savings for shoppers, and give brands the engagement they need to stay relevant.
Rather than being sidelined by regulation, HFSS brands have an opportunity to lead a new era of customer engagement – one built not on visibility, but on value.
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