Navigating the New 9pm HFSS TV Watershed

A New Era for HFSS TV Advertising

The UK’s new HFSS TV rules have arrived, introducing a 9pm watershed that restricts the promotion of foods high in fat, salt, and sugar on television and video on demand. For brands that have historically relied on early-evening broadcast slots to reach broad audiences, this represents one of the most significant advertising shifts in recent years.

With prime-time access compressed and high-value inventory limited, brands are now facing operational and strategic challenges. The impact touches everything from media planning and creative development to measurement and compliance.

Reduced Access to Prime-Time TV

Early-evening television has long been a cornerstone for family-oriented categories, impulse purchases, and mass audience awareness. Now, with HFSS ads restricted before 9pm, these campaigns must shift to later slots.

This creates two immediate effects. Competition for limited post-9pm inventory will increase, driving up costs and reducing flexibility. At the same time, brands will need to reconsider how they maintain reach with audiences who may not be watching television at this later hour.

Digital Channels Come Under Pressure

As broadcast reach becomes constrained, many HFSS brands are pivoting further into digital platforms, social media, influencer marketing, and retail media. These channels allow precise targeting and audience insights, but they do not always replicate the cultural impact or scale of early-evening TV.

Brands must therefore approach digital channels strategically, ensuring they complement rather than simply replace the reach lost on linear broadcast. Integrated campaigns combining digital and non-HFSS compliant media will be essential to maintaining visibility.

Creative Must Work Harder

The new rules make reliance on simple product-driven creative more challenging. With fewer linear broadcast opportunities, brands are focusing on contextual and behaviour-led campaigns that comply with HFSS requirements.

This means investing in creative that tells a story, builds brand equity, and resonates beyond the product itself. Narrative depth, distinctive visual identity, and memorable messaging are now key to maintaining engagement across both broadcast and digital channels.

Compliance as a Strategic Function

With HFSS restrictions now spanning TV, VOD, digital and beyond, regulatory compliance has moved from a media-side consideration to a core business function. Marketing, nutrition, legal, and product teams must work together to ensure campaigns are compliant while still delivering commercial impact.

Integrated oversight allows brands to avoid costly missteps and maintain momentum across all channels. It also provides the flexibility to plan multi-channel campaigns that respect the rules while reaching audiences effectively.

Opportunity Through Strategic Innovation

While the watershed presents clear challenges, it also opens opportunities for innovation. Regulatory shifts historically drive creative problem solving, pushing brands to rethink audience strategies, diversify media ecosystems, and create campaigns that build long-term equity rather than relying on short-term visibility.

Brands that treat the 9pm HFSS watershed as a catalyst rather than a barrier are already exploring scenario-planning, media diversification, and creative mapping. These strategies ensure that even within new constraints, campaigns remain engaging, compliant, and commercially effective.

Moving Forward with Confidence

The introduction of the 9pm HFSS TV watershed marks a turning point for the UK broadcast landscape. Brands that respond proactively by adjusting media plans, evolving creative approaches, and embedding compliance across teams will continue to reach audiences at scale and build enduring brand impact.

The change is significant, but for those willing to innovate, it is also an opportunity to lead the category in creativity, responsibility, and audience connection.