HFSS Regulations Update: A Reprieve for Brands on Amazon for Now
5 Jun 2025
The landscape for High Fat, Salt, and Sugar (HFSS) product regulations has shifted, offering a significant, albeit temporary, reprieve for brands selling on platforms like Amazon. Recent government announcements indicate a delay in the formal implementation of stricter HFSS rules, pushing back key dates and introducing a period of voluntary compliance.
Last week, on May 22nd, the Government issued a Parliamentary statement confirming the following key changes:
Formal implementation of HFSS regulations has been delayed until January 5, 2026. This is a notable extension from previous expectations.
Voluntary compliance with restrictions around HFSS products will begin on October 1, 2025. This period allows businesses to adapt without immediate mandatory enforcement.
Crucially, the Government will consult further to inform future regulations on brand advertising, with an explicit intention to exempt certain aspects. This signals potential flexibility for brand visibility that was previously under threat.
What this means for HFSS brands on Amazon is particularly significant:
Branding Restrictions Pushed Back: As it currently stands, the expected branding restrictions, particularly those concerning product visibility and promotional strategies, will not come into play in October 2025 as originally anticipated. This provides time for brands to strategise and adjust their marketing efforts.
Increased Leniency for Q4 2025: For the critical fourth quarter of 2025, HFSS brands on Amazon can operate with more leniency than initially expected regarding promotional activities and product visibility. This is a welcome development for businesses gearing up for the festive season and other peak sales periods.
What's Next?
While this delay offers a breathing room, it's not an indefinite suspension. Businesses, including Amazon, are currently liaising with their legal and HFSS teams to fully understand the implications of these changes. Brands should use this time wisely to:
Review their current product portfolios and marketing strategies considering the updated timeline.
Stay informed about the ongoing government consultations, especially regarding brand advertising exemptions, as these could shape future regulations.
Continue to innovate and potentially reformulate products to be less reliant on HFSS classifications in the long term.
The situation remains fluid, and brands are advised to monitor official announcements closely. However, for the immediate future, the pressure on HFSS brands on Amazon has eased, offering a valuable opportunity to adapt and prepare for the eventual implementation of the full regulations.
The landscape for High Fat, Salt, and Sugar (HFSS) product regulations has shifted, offering a significant, albeit temporary, reprieve for brands selling on platforms like Amazon. Recent government announcements indicate a delay in the formal implementation of stricter HFSS rules, pushing back key dates and introducing a period of voluntary compliance.
Last week, on May 22nd, the Government issued a Parliamentary statement confirming the following key changes:
Formal implementation of HFSS regulations has been delayed until January 5, 2026. This is a notable extension from previous expectations.
Voluntary compliance with restrictions around HFSS products will begin on October 1, 2025. This period allows businesses to adapt without immediate mandatory enforcement.
Crucially, the Government will consult further to inform future regulations on brand advertising, with an explicit intention to exempt certain aspects. This signals potential flexibility for brand visibility that was previously under threat.
What this means for HFSS brands on Amazon is particularly significant:
Branding Restrictions Pushed Back: As it currently stands, the expected branding restrictions, particularly those concerning product visibility and promotional strategies, will not come into play in October 2025 as originally anticipated. This provides time for brands to strategise and adjust their marketing efforts.
Increased Leniency for Q4 2025: For the critical fourth quarter of 2025, HFSS brands on Amazon can operate with more leniency than initially expected regarding promotional activities and product visibility. This is a welcome development for businesses gearing up for the festive season and other peak sales periods.
What's Next?
While this delay offers a breathing room, it's not an indefinite suspension. Businesses, including Amazon, are currently liaising with their legal and HFSS teams to fully understand the implications of these changes. Brands should use this time wisely to:
Review their current product portfolios and marketing strategies considering the updated timeline.
Stay informed about the ongoing government consultations, especially regarding brand advertising exemptions, as these could shape future regulations.
Continue to innovate and potentially reformulate products to be less reliant on HFSS classifications in the long term.
The situation remains fluid, and brands are advised to monitor official announcements closely. However, for the immediate future, the pressure on HFSS brands on Amazon has eased, offering a valuable opportunity to adapt and prepare for the eventual implementation of the full regulations.
The landscape for High Fat, Salt, and Sugar (HFSS) product regulations has shifted, offering a significant, albeit temporary, reprieve for brands selling on platforms like Amazon. Recent government announcements indicate a delay in the formal implementation of stricter HFSS rules, pushing back key dates and introducing a period of voluntary compliance.
Last week, on May 22nd, the Government issued a Parliamentary statement confirming the following key changes:
Formal implementation of HFSS regulations has been delayed until January 5, 2026. This is a notable extension from previous expectations.
Voluntary compliance with restrictions around HFSS products will begin on October 1, 2025. This period allows businesses to adapt without immediate mandatory enforcement.
Crucially, the Government will consult further to inform future regulations on brand advertising, with an explicit intention to exempt certain aspects. This signals potential flexibility for brand visibility that was previously under threat.
What this means for HFSS brands on Amazon is particularly significant:
Branding Restrictions Pushed Back: As it currently stands, the expected branding restrictions, particularly those concerning product visibility and promotional strategies, will not come into play in October 2025 as originally anticipated. This provides time for brands to strategise and adjust their marketing efforts.
Increased Leniency for Q4 2025: For the critical fourth quarter of 2025, HFSS brands on Amazon can operate with more leniency than initially expected regarding promotional activities and product visibility. This is a welcome development for businesses gearing up for the festive season and other peak sales periods.
What's Next?
While this delay offers a breathing room, it's not an indefinite suspension. Businesses, including Amazon, are currently liaising with their legal and HFSS teams to fully understand the implications of these changes. Brands should use this time wisely to:
Review their current product portfolios and marketing strategies considering the updated timeline.
Stay informed about the ongoing government consultations, especially regarding brand advertising exemptions, as these could shape future regulations.
Continue to innovate and potentially reformulate products to be less reliant on HFSS classifications in the long term.
The situation remains fluid, and brands are advised to monitor official announcements closely. However, for the immediate future, the pressure on HFSS brands on Amazon has eased, offering a valuable opportunity to adapt and prepare for the eventual implementation of the full regulations.