Online Food Advertising Restrictions 2026: A Guide for Creators

In January 2026, new UK rules came into effect about advertising less healthy food online. You might also hear this called HFSS (high in fat, sugar or salt).
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If a brand pays you or gives you a free meal to post, that's paid advertising. The brand is the 'advertiser' and legally responsible for compliance.

But great content comes from both sides understanding the rules—which is why Joli requires training before you can work with these brands.
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The new restrictions only apply to some businesses you'll work with, not all. For any businesses with less than 250 staff, then they're exempt. Meaning you can continue to work with these brands in the same way you have been - no restrictions or concerns. Independent cafes, coffee shops, restaurants and some small hospitality groups will continue to work with creators in the same way.
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Only some brands are affected. These rules apply to larger businesses with 250 or more employees, like major chains and bigger food brands. Smaller businesses are exempt.
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The brand will let you know if these rules apply to them and this is shown on Joli when you go to apply. If a brand is exempt, these food restrictions don't apply.
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How it looks on Joli:
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It comes down to 13 food categories that are considered less healthy food.

You can't feature these as the star of your content, no close-ups, no eating on camera, no "this tastes amazing". Visible in the background is fine.

Brands should brief you on this, but knowing the categories helps you plan your shoot.

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If you're working with a brand that isn't exempt, you've got a few ways to make it work.

1: Feature dishes outside the restricted categories
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These are never restricted, regardless of the brand:

2: Focus on the experience
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If the menu is mostly restricted items, create content around:

Restricted food can be visible in the background, just don't make it the focus.
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Brands are responsible for briefing you on which dishes can and can't be featured. If the brief isn't clear, ask before your visit, not after.
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The difference is whether you're drawing attention to it.
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The ASA guidance explains how they assess whether food is "identifiable" in an ad:
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The ASA specifically mentions "food or drink products on tables in a restaurant" as an example that's unlikely to be restricted.
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The test is whether a specific purchasable product is identifiable. This can happen visually (showing the food) or verbally (naming the dish).

Brand names are fine. You can say "Pizza Express", "Krispy Kreme", or "Millie's Cookies" even though these names contain restricted product words. The regulations protect company and brand names established before July 2025.

Visual identification is what usually matters. If you feature food on camera (close-ups, picking it up, eating it), that food becomes identifiable regardless of whether you name it. A pizza you're eating on camera is a specific pizza, even if you just say "this is amazing" without naming the dish.

Generic verbal references work when food isn't featured. You can say "the pizza here is great" over shots of the venue, the vibe, or the service. The verbal reference is generic (not naming a specific dish), and the visuals don't identify any specific product.

Named specific products are always restricted. Saying "the American Hot is incredible" identifies a specific purchasable item, regardless of what's on screen.

If a brief tells you to focus on the experience rather than specific dishes, this is why. You can still be enthusiastic about the food in general terms, just keep specific dishes out of frame and don't name them.​

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Under the regulations, the brand is the "advertiser", meaning they're legally responsible for compliance. The ASA guidance is clear: "Advertisers are responsible for ensuring their own compliance with the online rule."

This is why brands need proper briefing and approval processes, and why Joli builds these into every collaboration.
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What this means in practice:

Platform enforcement is separate: platforms like Instagram and TikTok enforce their own rules. They might remove content from your account, and you'd need to appeal that yourself.

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Short answer: No. There are no fines for creators under these rules.
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The ASA doesn't fine anyone. Their enforcement tools are public rulings and requiring ads to be withdrawn, and these are directed at advertisers (brands), not creators.

Here's how enforcement works:

Ofcom only steps in if a brand refuses to cooperate with the ASA. As a creator, you're not in that chain at all.
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The one thing that can affect you directly is platform enforcement:

This is the same process that already exists for alcohol ads and other regulated content. If you've worked with alcohol brands, you may be familiar with occasional content getting flagged.

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Compliance works best when brands and creators work together. The brand sets the brief, you follow it as best you can, and everyone's protected.

If content gets flagged and you didn't follow the brief, the brand can show what they asked for, and you can't show you did what was agreed.

Following the brief protects everyone. Going off-brief makes it harder for the brand to defend the content, and harder for you to show you did the right thing.

But if you follow the brief and something still gets flagged, the record shows you did what was asked. The brand is responsible for getting the brief right.
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On Joli, briefs are locked at the point you apply, so there's always a record of what was agreed. This protects both you and the brand.=

If something wasn't clear, reach out to the brand before you visit. It's much easier to clarify upfront than to reshoot later.

Brands using Joli have agreed to provide clear compliance guidance, and will be happy to answer questions 😊

Legally, the brand is responsible for compliance. But that doesn't mean creators shouldn't understand the rules.

Joli's HFSS training helps you:

Before you can apply to collaborations with brands subject to these restrictions, you'll need to complete the HFSS training and pass the Quiz. It only takes a few minutes and covers everything in this guide.

You can find it under Profile → Training. If you've already completed it, you can retake it anytime from the same place.

If you have any questions on this or around a specific brand/booking please get in touch with the Joli team. We'd love to hear from you 😊​

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This guide is based on:

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Last updated: 5th January 2026