Smaller, less healthy food (LHF) brands should not fear the forthcoming legislation that will restrict when and where they advertise. Rather than weakening performance, compliant ads can increase comfort and trust and evoke positive emotions with viewers.

This is a key finding of a study undertaken by Azerion in the run-up to the three-month voluntary compliance period, which started on 1 October 2025, ahead of the rules coming into force on 5 January 2026.

Under the new legislation, LHF ads can no longer use product-led creatives in key channels.

Azerion carried out the research to ensure smaller brands can still create effective campaigns. Many larger, more established brands can leverage the legacy of being a household name to counteract these new constraints; younger, less well-known entities do not have the advantage of distinctive brand assets, credibility and heritage.

The research tested ad creatives for three LHF brands: chocolate, biscuits, and fast food. The results showed that:

• Story-led creative is the most effective format: This includes content such as the brand’s backstory, milestones, ethical principles, etc, which can be anchored with compliant product cues.
• Brand-led and situation-led ad formats are limited: Creatives that focus on the brand (which may not be well-known) or the contextual environments in which they might be consumed can reinforce awareness, but on their own are unlikely to make clear what the brand offers.
• Generational differences matter: Younger audiences tend to respond to narrative and brand-led styles, while older viewers prefer clearer clues and direct links between the story and the product.

"Our in-house creative expertise and broad range of omnichannel platforms puts us in prime position to support our clients through the current transition period and beyond," says Ruth Reynolds, insight and research director at Azerion. "The three-month period of voluntary compliance is the perfect opportunity for brands to be bold and test what works - without worrying about being penalised as they adjust to this unexplored territory. We carried out this study to help smaller LHF brands ensure their advertising still delivers while abiding by the new regulations; we were able to show that, with the right creatives and strategy, the restrictions do not have to be detrimental - and can in fact have a positive effect."

The research was presented at Azerion’s breakfast briefing on LHF, which took place on 9 October with the support of the policy team at the IAB (UK). The event was held to bring clarity to the new legislation and encourage brands to act now; it provided a breakdown of the 'do’s and don’ts', media agency insight into what can be achieved via 'test and learn' and strong partnerships, and a Q&A covering how brands and agencies can proceed and progress. 

A white paper detailing the study is available to download: Future-Proofing LHF Advertising: Evidence from Story, Brand and Situation-led Formats 

The study combined Azerion data with a secondary piece of research analysing attention and emotional outcomes of various campaign executions for three lesser-known LHF brands. It was undertaken in September 2025, with the objective of understanding how LHF-compliant ad formats (story-led, brand-led and situation-led) compared to non-compliant versions. It used a nationally representative population sample, with respondents balanced across age, gender and region. Measurement was across a full set of brand KPIs, from awareness and clarity through to consideration and recommendation, and included diagnostics such as curiosity, relevance, enjoyment, and comfort with advertising.

Azerion

Azerion (EURONEXT: AZRN) is a leading full-service digital advertising partner for brands, agencies, and publishers. Through our omnichannel capabilities, we drive continuous business growth by curating and connecting scalable, addressable custom aud...

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