How Will Brands Circumnavigate The Junk Food Advertising Ban?

Social media channels and influencer marketing will be the big winners

I've just asked ChatGPT how food brands will circumnavigate next year's ban on pre-watershed and online advertising for junk food in the UK. If the AI is correct, social media channels and influencer marketing will be the big winners here.

I can't help but think this is just a case of moving "problem" content to a medium where young people are actually more likely to engage with it.

Don't get me wrong, I'm no fan of junk food. I've seen the positive impacts on my own health by cutting down on UPFs and other junk foods in the past year. I just wonder if this strategy has been properly thought out and may ultimately increase the reach and influence of companies promoting unhealthy choices.

Here's an abridged version of what the AI said:

🧪 Product Reformulation: Many companies are reformulating their products to meet the HFSS guidelines, reducing sugar, fat, and salt content to avoid classification as "junk food." This approach allows brands to continue advertising while aligning with health-conscious trends. Similar strategies have been successful in response to previous regulations, such as the UK sugar tax, which encouraged widespread reformulation in the beverage sector.​

📺 Shifting Marketing Channels: Brands are expected to invest more heavily in social media and influencer marketing, which remain less restricted, provided campaigns are not directly targeting children. Organic, content-driven approaches, such as engaging storytelling and brand experience campaigns, are also gaining traction​

🗞️ Leveraging Public Relations (PR): PR campaigns focusing on authenticity, storytelling, and earned media are emerging as key tools for maintaining consumer engagement without traditional ads. Creative campaigns highlighting health, wellness, or emotional narratives can generate buzz while staying compliant with the new rules​

🎯 Targeting Adult Audiences: By adjusting the timing of TV and online advertisements to post-watershed hours, companies can continue to reach audiences while avoiding restrictions. Additionally, some brands are focusing on marketing healthier product lines to parents and health-conscious consumers​.

🛒 Exploring Alternative Channels: Experiential marketing, in-store promotions, and partnerships with retailers are other ways companies can connect with consumers outside of conventional advertising spaces​.

While the ban poses challenges, it also incentivises innovation in product development and marketing strategies. Companies that adapt creatively may find new opportunities for growth and consumer loyalty in a health-conscious market.

What are your thoughts? Nanny state gone mad? A good idea that has just been poorly executed? Or am I missing something?