How Can HFSS Brands Reach Consumers Under New Advertising Restrictions?

For brand and marketing managers working within HFSS (also referred to as products high in fat, salt or sugar) categories, the past few years have brought major disruption. With HFSS restrictions limiting most above-the-line (ATL) advertising across TV, out-of-home and certain digital channels, many of the traditional ways to reach consumers at scale have become difficult or impossible. 

But here’s the good news: consumers haven’t disappeared. They’ve just become harder to reach en masse through conventional broadcast channels. And that’s exactly why experiential marketing, pop-ups, and sampling roadshows have become some of the most powerful (and compliant) tools for HFSS brands. 

At Provision Events, we’re seeing more FMCG marketing teams invest in controlled, high-impact brand environments that can deliver both scale and compliance. Modular event structures, particularly our AirClad system, have become a hero solution for brands that need reliable, flexible and fully brandable experiential spaces. 

In this article, we’ll break down how brands can win under these HFSS restrictions, and why experiential environments are now your hero channel. 

AirClad [X] YUMI x VIT-HIT

HFSS Advertising Restrictions: What Is Happening and When? 

In June 2025, the Department of Health and Social Care released updated guidance confirming that new HFSS advertising restrictions will come into force across the UK on 5 January 2026. 

For marketers, the headline changes are straightforward: 

• A 9pm watershed on broadcast advertising for identifiable HFSS products 

• A full restriction on paid online advertising for identifiable HFSS products, including paid social and paid influencer activity 

• Only brand advertising that does not feature or imply a specific HFSS product will remain eligible for paid promotion 

The regulations focus on whether the product being advertised can be clearly identified. If it can, and it is classed as HFSS under the Government’s criteria, it will be restricted. 

The ASA will publish final implementation guidance, but the direction is already clear. Paid reach for HFSS products across TV, online and social media will become significantly limited. 

In short, HFSS brands will need new, compliant and high impact routes to reach consumers at scale, making experiential marketing, pop up structures and real-world activations more important than ever. 

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Why HFSS Restrictions Are Driving Brands Toward Experiential Marketing 

1. Experiential is one of the few channels still viable under HFSS rules 

Sampling, branded pop-ups and live experiences are not bound by the same advertising limits that restrict ATL executions. They allow brands to tell stories, drive trial, collect data, speak directly to consumers and build brand visibility in ways that remain compliant. 

2. Experiential delivers scale, attention and impact 

While ATL reach has been reduced, experiential channels can still deliver high volumes of impressions through strategic placement at retail locations, high footfall destinations, festivals and city centres. Unlike passive media, brand activations invite deeper engagement and longer dwell time. 

3. Experiential provides measurable insight 

Marketing teams under pressure to demonstrate effectiveness can gather real-time consumer feedback, sample uptake, sentiment and behavioural insight. This level of data is rarely available through traditional advertising. 

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Why AirClad Structures Are Ideally Suited to HFSS Activations 

If experiential is now a primary route to reach consumers, the activation environment itself becomes critical. HFSS brands need structures that are impactful, compliant, flexible, rapid to deploy and visually premium. 

Our AirClad portfolio provides exactly this. Delivered by the Provision Events team, these modular structures are purpose-built for brand activations, sampling events, touring roadshows and experiential retail pop-ups. 

AirClad XTRL for Lush Cosmetics

AirClad [X] for Beats by Dre

AirClad [X] for Vype

Key advantages of AirClad for HFSS brands: 

1. Complete branding flexibility 

AirClad structures can be customised to match campaign creative. Brands can create a distinctive temporary event structure that is immediately recognisable and aligned with their identity. 

2. Scalable and modular 

AirClad units can be connected, extended and reconfigured depending on the size of the campaign. This makes them ideal for multi-site roadshows or FMCG sampling tours. 

3. Rapid installation and efficient logistics 

AirClad structures are engineered for fast build and de-rig. This keeps operational costs controlled and enables quick turnaround between locations. 

4. Sustainable construction 

Sustainability is becoming increasingly important. The AirClad system uses durable, reusable components that generate far less waste than single-use pop up structures or traditional temporary builds. Provision Events is also ISO accredited, which means our processes, materials and event production standards follow independently audited best-practice for quality, safety and environmental responsibility. 

5. Strong visual impact 

The distinctive architectural design of AirClad pods helps them stand out in busy outdoor environments. This visual presence is a powerful asset when competing for consumer attention.

Provision Events: A Full-Service Experiential and Event Production Partner

Provision Events is more than an experiential marketing agency. We deliver complete end-to-end brand activation across the UK and internationally, including: 

• Creative concepts and design 

• AirClad structure supply and installation 

• Event production and logistics 

• Staffing, sampling and on-site management 

• Compliance and safety 

• Measurement and reporting 

For HFSS brands, this means one partner providing the environment, the experience and the operational expertise required to activate at scale. 

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Reaching Consumers Under HFSS Restrictions 

Even with ATL channels restricted, HFSS brands can continue to build visibility, drive product trial and connect with consumers. The shift is simply toward more meaningful and controlled environments. With the right modular event structure and a well-planned experiential strategy, brands can reach large audiences in a compliant and impactful way. 

Our AirClad structures have become a central part of that strategy. They offer flexibility, brand presence, sustainability and efficiency, and they ensure the activation environment is as strong as the experience within it. 

If you need support designing or delivering a compliant HFSS brand activation, the Provision Events team can help you create an unforgettable, on-brand experience. 

Click here to get in touch with our team!