Four months into the UK's less healthy food (LHF) advertising ban, the dust is far from settled. In a new Campaign feature examining how the legislation is reshaping media investment, Carat's Managing Partner of Planning, Joe Molony, and Head of Investment, Richard Johnston, share their perspectives on where budgets are moving and what it means for food and drink brands long term.
Richard points to a clear shift among Carat clients from linear TV towards out-of-home, while the brand exemption has partly cushioned the blow on digital and social. Joe goes further, questioning how sustainable brand-led creative workarounds really are, particularly for newer brands still trying to recruit consumers. He also flags the current moment as a dress rehearsal for potentially tighter regulation ahead, with the government's Nutrient Profiling Model consultation already opening up the next chapter.
The real question isn't whether spend has disappeared. It's whether brands are building ideas strong enough to survive without a product at the centre. You can read the full Campaign feature here.
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