The junk food ad ban and what it means for your brand

As of October 2025, the world of food and drink advertising will change forever. The UK government has passed a new law banning junk food ads before 9pm across TV, online platforms (yes, even your favourite paid social!), transport network ads and online children’s programmes. For FMCG brands, this could either be a roadblock or a new opportunity – depending on how smart you are about your PR strategy.

The ban means that food and drink products high in fat, sugar and salt (HFSS) will be restricted from advertising in prime viewing and online slots, effectively limiting the traditional routes that brands have relied on for years. Products like soft drinks, biscuits and bars, morning goods, sugary and savoury snacks, and other much-loved guilty pleasures could soon find their ability to advertise limited or completely off-limits during key timeslots. As the new year approaches, brand managers will no doubt be planning a revised marketing strategy.

PR: The creative lifeline for FMCG brands

Paid advertising is a staple for most FMCG brands, but with the landscape shifting, PR is poised to take the lead, offering something that traditional ads cannot – authentic, organic and engaging connections with your audience.

Brands that nail their PR activity can continue to thrive without relying on prime-time TV spots or enticing Instagram ads. Now more than ever, storytelling, earned media, and creative campaign strategies are going to be the way forward. Take Burger King’s post-birth ‘Food-fillment’ campaign as an example. The campaign, which showed mothers enjoying a burger as their first meal after giving birth, sparked conversations far beyond the fast-food industry. While some praised it for tapping into a relatable, human experience, others found it controversial and divisive. The campaign left marketers across the country split, raising debates about boundaries in advertising. Nonetheless, it showcased the power of creative- and PR-driven campaigns to stir discussion and capture attention beyond traditional marketing methods.

More than ads: Building trust and authenticity

Now that a number of ad routes are likely to close, brands have to think outside the box. PR is where they can still shine. Through clever storytelling, media placements, and influencer collaborations, traditional and digital PR can create a lasting image for your brand that doesn’t scream “ad,” but rather whispers “trustworthy.” Consumers are growing savvier and can spot a hard sell from a mile away. But they also trust the content they come across organically – an article in a respected publication, or a feature in a lifestyle magazine. That’s where PR excels.

And let’s not forget about the power of earned media. Getting your brand into the conversation, rather than into an ad break, allows you to connect with audiences in a much more organic and impactful way.

It’s time to step up your PR game

For brands that will be impacted by the new regulations, now is the time to get strategic. PR will become your secret weapon for navigating this new landscape. It’s about being proactive with your storytelling. And, most importantly, it’s about using creativity to elevate your brand’s message in ways traditional ads simply can’t.

Whether it’s through a smart campaign that taps into an emotional narrative like Burger King’s or getting your brand featured in key publications through strategic media relations, the potential for PR is limitless. And the best part? It’s not confined by a 9pm watershed.

So, if you’re in the world of FMCG and wondering what this ad ban means for your brand, here’s our advice: It’s time to rethink, reimagine, and reinvigorate your PR strategy.