New research in global marketing group dentsu’s quarterly report, The UK’s New Appetite, reveals a striking gap in public awareness ahead of the major changes to food advertising rules coming into force in January 2026.
Despite widespread concern about obesity and diet-related illness, 60% of UK adults says they’ve never heard of the new restrictions on advertising less healthy foods high in fat, salt or sugar (HFSS).
Once informed, however, two-thirds (67%) support the measures and nearly three-quarters (74%) believe they will help promote healthier eating habits, suggesting a strong public appetite for change - if people know about it.
The new rules will limit how certain HFSS products are advertised on TV, VOD platforms and online.
The rules aim to reduce exposure to marketing of “less healthy” foods, particularly among children. But with awareness so low, the impact could be muted unless brands and policymakers step up communication.
The report also highlights how consumers want leadership. 44% believe food brands should take responsibility for making products healthier - more than government (31%) or supermarkets (7%).
However, many believe cost remains a barrier. While nine in ten try to eat healthily, over a third of younger households say price puts healthier options out of reach. More worryingly perhaps, only 18% fully trust health claims from brands, with nearly a quarter not trusting them at all.
Joe Molony, head of planning at dentsu, said: “There’s a clear disconnect between regulation itself and recognition of these new regulations.
Food manufacturers and retailers have a role to play in making healthier choices visible, affordable and credible
“If people don’t know the rules exist, their potential to change behaviour is limited. Food manufacturers and retailers have a role to play in making healthier choices visible, affordable and credible - because trust is the missing ingredient.”
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