UK consumers want brands to lead the health change, but remain conscious of brand claims 

London, 8 December 2025 – New research from global marketing group dentsu’s Consumer Navigator report, The UK’s New Appetite, reveals a striking gap in public awareness ahead of major changes to food advertising rules coming into force in January 2026.  

Despite widespread concern about obesity and diet-related illness, 60% of UK adults have never heard of the new restrictions on advertising less healthy foods high in fat, salt or sugar (HFSS). 

Once informed, however, two-thirds (67%) support the measures and nearly three-quarters (74%) believe they will help promote healthier eating habits, suggesting a strong public appetite for change, if people know about it. 

Why It Matters 

The new rules will limit how certain HFSS products are advertised on TV, video on-demand platforms, and paid online. They aim to reduce exposure to marketing of “less healthy” foods marketing, particularly among children. But with awareness so low, the impact could be muted unless brands and policymakers step up communication. 

The report also highlights: 

• Consumers want leadership: 44% believe food brands should take responsibility for making products healthier - more than government (31%) or supermarkets (7%). 
• Cost remains a barrier: While 9 in 10 try to eat healthily, over a third of younger households say price puts healthier options out of reach. 
• Trust deficit: Only 18% fully trust health claims from food brands, and nearly a quarter don’t trust them at all. 

Joe Molony, Head of Planning at Carat, dentsu: 
“There’s a clear disconnect between regulation itself and recognition of these new regulations. If people don’t know the rules exist, their potential to change behaviour is limited. Food manufacturers and retailers have a role to play in making healthier choices visible, affordable and credible - because trust is the missing ingredient.” 

Jessica Tamsedge, UK&I CEO, Dentsu Creative: 
“People are looking to brands for leadership and confidence. In the context of Less Healthy Food and Drink regulation, this is about making healthier choices feel rewarding, not restrictive. Reformulation is expected, but creativity sells it. The brands that act quickly and collapse the false dichotomy between health and taste will set the standard for the next chapter of food marketing.” 

Public Health Implications 

The report suggests that regulation alone won’t solve Britain’s diet challenge. With obesity rates still high and cost pressures squeezing household budgets, the next phase of progress depends on collaboration between government, industry and media to ensure the public understands and embraces the changes. 

Read the full report: The UK’s New Appetite (live from Monday)