The UK government is set to introduce a ban on junk food adverts on TV before 9pm as part of its ongoing efforts to tackle childhood obesity. This new legislation, expected to come into effect next year, aims to reduce children’s exposure to unhealthy food marketing and create a healthier food environment.
For fast food and quick-service restaurant owners, this new regulation presents both challenges and opportunities in how you market your business.
Understanding the Ban
The ban on junk food adverts will restrict the promotion of foods high in fat, salt, and sugar (HFSS) during prime-time television hours, when children are most likely to be watching. In addition to television, the restrictions will also extend to online platforms, limiting the ability of businesses to advertise HFSS products on social media and video-sharing platforms before 9pm.
The government’s goal is to reduce the influence that advertising has on children’s food choices. Research has shown that junk food ads can lead to poor dietary habits in children, which contribute to rising levels of obesity in the UK. By reducing the visibility of these adverts, it is hoped that children will be encouraged to make healthier choices.
What This Means for You
For fast food and quick-service restaurant owners, this new regulation will change how you approach advertising, particularly if your menu includes items classified as HFSS. While the ban may limit your ability to promote certain products during prime-time hours, it also presents an opportunity to innovate and shift your menu towards healthier offerings so you can advertise during these times on social media, when other competitors cannot.
Many fast-food chains are already responding to this shift by reformulating recipes to make their products healthier. Lowering the levels of fat, sugar, and salt in your menu items can help you comply with these new advertising rules, while also appealing to health-conscious customers.
Promote Healthy Menu Options
Use the ban as an opportunity to highlight healthier items on your menu, such as salads, grilled proteins, or plant-based dishes. By shifting the focus to these options, you can continue advertising during key times while appealing to the increasing number of health-conscious consumers.
Target Late Night Diners
Although the ban restricts advertising HFSS products before 9pm, you can still use digital platforms, such as social media, to promote your full menu after the watershed. Consider launching campaigns that target late-night diners with special deals only available during this period. Before this time, you are limited to advertising within the HFSS guidelines.
Brand before Product
Consider focusing on brand awareness and customer engagement rather than specific product promotions. Campaigns that highlight your restaurant’s story, values, and community engagement can create a positive brand image without falling afoul of the new advertising regulations!
Now is the time to start preparing for the upcoming advertising restrictions. Review your menu to identify which products fall under the HFSS category and consider whether there are opportunities to reformulate them.
Educating your staff about the upcoming changes and ensuring they are able to communicate the healthier options on your menu is also crucial. The demand for healthier fast-food options will only continue to grow, so staying ahead of the curve can help position your restaurant as a leader in offering balanced, nutritious meals.
