The new high fat, salt and sugar (HFSS) advertising regulations are now active across the UK, but 43% of industry leaders believe they will actually exacerbate food poverty across the country.
The data comes from food and beverages communications group, Linney, which adds that the new restrictions left only 9% of businesses in the food and beverage sector feeling equipped to deal with them properly.
The new data comes on top of the news Convenience Store reported late last year that revealed only six in ten shoppers were even aware of the ban on advertising such products, which came in earlier this week.
In addition, over half (55%) of industry leaders anticipate a significant financial impact as a result of the new rules, highlighting concerns about compliance, marketing strategy and future revenue. 43% cited their belief that the new rules will exacerbate food poverty in the UK due to affordability of healthier foods.
James Nevard, qualitative lead at Linney, said: “Our research shows that most of the industry is still catching up with the detail and implications of these new HFSS advertising rules.
“Businesses now face a pressing need to adapt their marketing strategies, not only to remain compliant but also to maintain consumer relationships in a highly competitive sector.”
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