Creativity Within Constraints: Retail media in the HFSS era

From the Retail MediaX Podcast with Internet Retailing

With new advertising restrictions on high fat, sugar and salt (HFSS) products set to take effect on October 1, 2025, brands are entering uncharted territory. In this episode of Retail MediaX, Colin Lewis speaks with Michele Dainty, Shopper Marketing Director UK&I at Pladis Global, and Helen Johnson, Managing Director at Capture (part of SMG), about what the HFSS legislation means for marketers, and why retail media offers a powerful, compliant alternative.

Here are five takeaways from the conversation.

1. HFSS Compliance Is a Challenge—but Also an Opportunity

The upcoming restrictions will limit HFSS advertising across TV, digital, and promotional tactics. That’s forcing a reset in how brands build awareness and stay top-of-mind.

“What we’re expecting is three changes: first, TV restrictions… not able to advertise on TV pre-9 o’clock. Second… a ban on online advertising, that includes all forms—social, display, retailer sites. And thirdly, there’s a ban on volume promotions like buy one, get one free.” — Helen Johnson

While the exact scope is still evolving, brands are using this period to reimagine their campaigns creatively and strategically.

2. Retail Media Has Moved to the Forefront of HFSS Planning

As traditional advertising options shrink, retail media offers a compliant and highly targeted alternative—especially for reaching shoppers at the point of decision.

“We’ve been preparing, looking at it from the most severe restrictions… and we really want to carry on running best-in-class campaigns… Retail media is one of those areas that we would be looking at.” — Michele Dainty

This shift is not just about compliance. It’s pushing brands to explore new creative possibilities and smarter use of first-party data.

3. HFSS Is an Inflection Point for the Industry

The legislation is accelerating change across the retail and marketing ecosystem, sparking collaboration and innovation between brands, agencies, and retailers.

“HFSS is a real inflection point in the industry because it’s really forcing some brands to think differently… They’re having to rethink how they create awareness, reach consumers, create connection in a different way.” — Helen Johnson

“In a way, it’s a fresh challenge… and we just need to learn to adapt and make changes and kind of get the most out of everything that we possibly can.” — Michele Dainty

Retailers are also evolving their media offerings, developing new inventory that aligns with HFSS rules while still enabling brand building.

4. Creativity Thrives Within Constraints

Rather than limit brand impact, HFSS restrictions are becoming a catalyst for smarter planning and bolder ideas.

“If you still want to drive a brand-building, emotionally connecting equity message, how do you do that in those environments? What does that really look like? Let’s test and learn those now. Let’s not wait until October.” — Helen Johnson

Retail media touchpoints like audio, in-store, and out-of-home are being repurposed to drive awareness, recall, and consideration—well beyond simple conversion tactics.

5. Test, Learn, Collaborate—and Don’t Wait

With just a few months to go, the message is clear: start now. Brands that embrace the uncertainty, collaborate across teams, and run test-and-learn pilots will be better positioned come October.

“Collaboration is key… We’re all in it together. It’s not them versus us… I’ve spoken with retail media networks asking for, not necessarily help, but guidance.” — Michele Dainty

“Firstly, don’t be nervous. See it as an opportunity to do something different and learn… Second, test now and learn so you’ve got the right optimal efficient plan before the restrictions come into place.” — Helen Johnson

The HFSS era may feel restrictive, but for forward-thinking brands, it’s a creative turning point. Retail media offers the chance to stay visible, compliant, and strategically aligned—if brands act now, test early, and build strong collaborative foundations.

Want to hear the full conversation?
Listen to the episode on Retail MediaX from Internet Retailing.