In a move that has divided the marketing industry, new UK legislation has now come into force, severely restricting how brands can advertise foods high in fat, salt, and sugar. While many agencies have opposed the rules, one prominent strategist is voicing a surprising defence.
A Bittersweet but Necessary Change
Amelia Torode, group head of strategy at Ogilvy UK, has stated she welcomes the HFSS (High Fat, Salt and Sugar) regulations that became active on Monday, 5 January 2026. The law now makes it illegal to run adverts for such products on UK television or on-demand services between 5.30am and 9pm. The ban also extends to paid social media and influencer content.
Furthermore, advertisements cannot be directed at audiences where more than 25% are under the age of 16. Torode acknowledges the pushback from her peers but calls the legislation "sensible." She points to the UK's significantly higher obesity rates compared to European neighbours, a trend growing fastest among primary school children, as a key justification for the policy.
Killing Lazy Growth, Not Creativity
While Torode fondly recalls the iconic junk food ads of her youth, from Milky Way to Kia Ora, she argues that this regulation marks the end of an era, not the end of effective marketing. "Regulation doesn't kill growth, it kills lazy growth," she asserts. In her view, the constraints imposed by the junk food advert ban will open new opportunities for creativity and sophisticated brand building.
"Brand strength matters more under constraint," Torode writes. She predicts that agencies which function merely as production or media optimisation shops will struggle. Conversely, those that can expertly connect brand strategy with culture, consumer behaviour, and commercial goals will become far more valuable to clients navigating the new landscape.
Beyond the Ban: Culture, Cold Plunges and Football
In her wider notebook, Torode also highlights other cultural moments. She praises the brilliantly unhinged marketing campaign for Timothée Chalamet's film 'Marty Supreme', citing it as a masterclass in building mental availability and being front of mind.
On a personal note, she expresses excitement for London's upcoming new lido, a 50-metre floating pool with saunas, set to open in Canary Wharf this summer from the team behind Brighton's Sea Lanes. As a dedicated Arsenal fan, she also recommends the Handbrake Off podcast, particularly for the empathetic expertise of journalist Amy Lawrence, which she finds illuminating for business and sports fans alike.
Torode concludes by reflecting on the beauty of London and a reminder from Ferris Bueller: "Life moves pretty fast, if you don't stop and look around you might miss it." For the marketing industry, her message is clear: look around, adapt, and find smarter ways to create.
