A quick guide to creating food content that follows the UK's advertising rules.
From 5 January 2026, new UK rules restrict how certain foods and drinks can be featured in paid advertising, including gifted collaborations on Joli.
Don't worry! You can still enjoy your visits and create great content. Here's what you need to know before posting.
💡 What is HFSS?
HFSS stands for High in Fat, Salt or Sugar.
The new rules restrict advertising for certain foods and drinks classified as less healthy. They mainly apply to larger businesses with 250 or more employees.
Because gifted meals count as a form of payment, some Joli collaborations may be affected.
📱 How do I check if a brand on Joli is affected?
You can check whether a brand is affected by the HFSS restrictions directly in the Joli app.
Open the campaign you’d like to apply for → Scroll all the way down → You’ll see the Things to Know section.
Before applying for a collaboration, check the brand's listing for any HFSS information or requirements. This will help you understand what you can feature in your content.
If a brand is affected, make sure you read its brief carefully before your visit.
🍔 Which foods can I feature?
Not all foods are restricted. Here's a quick guide to help you choose what to include in your content.
⚠️ Foods to check before featuring:
Burgers, pizzas and chips
Fried chicken and battered foods
Cakes, pastries and desserts
Ice cream, chocolates and sweets
Sugary drinks, milkshakes and sweetened coffees
✅ Foods generally safe to feature:
Grilled meat and fish
Pasta, rice and noodle dishes
Curries, salads and vegetables
Soups
Plain tea, coffee and unsweetened drinks
These are general examples. Whether a product is restricted depends on its category, nutritional content and the brand's circumstances.
📸 What should I focus on when filming?
You don't need to change your usual content style. Just keep these tips in mind:
Show the experience. Capture the venue, atmosphere, décor and service.
Choose suitable dishes. Focus on foods that aren't restricted.
Be mindful of close-ups. Avoid making restricted foods the main focus of your photos or videos.
Follow the brief. Always check whether the brand has specified what you can and cannot feature.
💡 Good to know: A restricted food appearing briefly in the background is generally less of a concern than showing it in close-up, eating it on camera or talking specifically about it.
🔎 How do I check if a food is restricted?
If you're unsure about a particular dish or drink, use the free HFSS Checker to help assess whether it falls under the restrictions.
If you're still unsure, follow the brand's brief or contact Joli Support before posting.
✅ Before you post
Here's a quick checklist:
I've checked whether the brand is affected by HFSS restrictions.
I've read the brand's brief.
I've checked which foods I can feature.
My content follows any filming or approval requirements.
I've clearly labelled my collaboration as an ad where required.
💬 Need a hand?
If you're unsure what you can include in your content, reach out to Joli Support. We're always happy to help!
Remember to follow your brand's brief, focus on the experience and check any foods you're unsure about.
Happy creating! 💛