HFSS toolkit
Topics
This toolkit brings together key resources to help you navigate regulations relating to food and drink high in fat, salt and sugar (HFSS) and understand how to apply nutrient profiling.
The nutrient profiling model is a scoring system that identifies food and drinks high in fat, salt and sugar (HFSS). It is used to identify which products are subject to promotions and advertising restrictions. The model underpinning these restrictions was developed between 2004/5. Details are given below:
FDF 2004/5 NPM calculator (.xlsx) - Members only
University of Leeds 2004/5 NPM Calculator
Nutrient Profiling Model Q&A - Members only
GS1 & FDF webinar on how to calculate your HFSS score
Government Nutrient Profiling Technical Guidance 2004/5 Model
Government guidance on calculating fruit, veg and nuts score
2018 Nutrient Profiling Model
In January 2026, the government published the outcome of its 2018 consultation on a revised nutrient profiling model.
This new model is not included in any policy to date, but Government is currently consulting on updating the Less Healthy Food Advertising Regulation (UK) and the HFSS Promotions Regulation (England) with the 2018 model in the future.
Government consultation on applying the 2018 NPM to advertising and promotions regulations
2018 Nutrient Profiling Model – Technical Guidance including on free sugars
Technical guidance on fruit / vegetable / nuts / seeds
FDF 2018 NPM Calculator (MEMBERS ONLY)
Less Healthy Food Advertising Restrictions (UK)
Regulation on the advertising of 'less healthy' food and drink came into force on 5th January 2026. It sets strict rules around advertising of certain products online, on TV and in on demand programming.
CAP guidance (published 4 December 2025) and secondary Q&A document
Health and Care Act - Schedule 18 of the Act sets out the provisions for further HFSS adverting restrictions in the UK.
Final secondary legislation (published 3 December 2024)
DHSC Category Guidance and BRC Category Guidance
Consultation on a draft SI on the brand advertising exemption plus FDF consultation response [MEMBER ONLY].
Final SI on brand advertising exemption and Government response to consultation
House of Commons research briefing on advertising HFSS food and drink
Childrens Advertising Restrictions (UK)
The nutrient profiling model is currently used to restrict advertising in children's media, including on TV online, in cinemas, in print media, and in outdoor settings. The rules came into force for TV in 2007, and for all other media in 2017.
Current Rules - summary of current UK advertising rules as they relate to HFSS food and drink. - Members only
The UK Code of Broadcast Advertising (BCAP Code) applies to the content and scheduling of TV and radio ads.
The UK Code of Non-broadcast Advertising & Direct and Promotional Marketing (CAP Code) applies to ads across other media including newspapers, magazines, billboards, cinema, posters, leaflets, mailings, e-mails, texts and on UK based company websites (including social media and advergames).
Additional local authority rules - A number of local authorities in England have implemented additional measures to restrict HFSS advertising. This FDF summary links to more information. - Members only
HFSS promotional restrictions (England)
Restrictions on the retail placement (in store and online) of HFSS products came into force in October 2022 in England. This was followed by restrictions on HFSS price promotions in October 2025.
HFSS Regulations - What you need to know
The Food (Promotion and Placement) (England) Regulations 2021
The Food (Promotion and Placement) (England) (Amendment) Regulations 2022
Changes made to Government guidance May 23
ACS assured advice on HFSS promotional restrictions
FDF Q&A - Members only
Summary of evidence on the impact of HFSS restrictions so far in England - Members only
Devolved governments - HFSS promotional restrictions
The Welsh Government implemented regulation restricting the promotion and placement of HFSS products from 26 March 2026. The Scottish Government will implement restrictions on 1 October 2026. Measures are consistent with those in place in England.
The Food (Promotion and Presentation) (Wales) Regulations 2025 - Regulation came into force 26 March 2026
FDF Q&A on Welsh HFSS Promotional Restrictions - Members only
Scottish Government announcement on next steps
The Food (Promotion and Placement) (Scotland) Regulations 2025
Scottish Government Implementation Guidance
