Fast food, health and advertising in the UK

Let’s be honest: when it comes to fast food advertising, we’ve all been tempted. Whether it’s a perfectly golden nugget, a towering cheeseburger, or a cheeky “limited time only” meal deal, the marketing is powerful. But how does this advertising affect our health, and what’s being done about it in the UK? As we move into 2025, the conversation around fast food advertising, public health, and marketing responsibility is more important than ever.

Why fast food advertising works (even when we know better)

Fast food advertising taps into our emotions and habits in ways we often don’t realise. We like to think we make food choices based on logic or willpower, but in reality, fast food marketing is designed to bypass that. The visual appeal of sizzling fries and glossy burgers sparks cravings, while the convenience messaging, “quick bite”, “on-the-go”, “ready in minutes”, speaks to busy lifestyles. Brands know how to play on our desire for instant gratification and the emotional pull of nostalgia, connecting their products with family outings, treats, or moments of indulgence.

The health impacts behind the billboards

It’s no secret that fast food products are often high in salt, sugar, fat, and calories. This contributes to rising obesity rates, especially among children. In the UK, over a third of children leaving primary school are overweight or obese, highlighting a serious public health concern. Fast food isn’t the sole cause, but its pervasive presence and relentless advertising play a significant role.

The health implications aren’t limited to weight gain. High consumption of fast food is linked to chronic conditions such as type 2 diabetes, heart disease, and certain cancers. The ease of access, low price points, and constant marketing reinforce unhealthy eating habits, creating a cycle that’s hard to break.

The UK’s response: cracking down on junk food advertising

In response to these challenges, the UK government has implemented stricter regulations around the advertising of high-fat, salt, and sugar (HFSS) products. These rules ban HFSS advertising on TV before 9 pm and restrict digital ads targeting children. It’s a bold move aimed at reducing children’s exposure to junk food marketing, especially in a world where digital content consumption is higher than ever.

However, fast food brands aren’t stepping back quietly. Many are pivoting their marketing strategies by promoting “healthier” options like salads and wraps, using transparent and sustainable messaging, and leveraging digital platforms in creative ways. Social media has become a powerful tool for fast food advertisers, allowing them to target younger audiences with influencer collaborations, viral content, and user-generated campaigns that blur the lines between entertainment and advertising.

What this means for food & drink brands

For food and drink brands in the UK, the evolving landscape presents both challenges and opportunities. Consumers are increasingly demanding transparency, healthier options, and authentic storytelling. Brands that strike a balance between crave-worthy content and health-conscious messaging will not only capture attention but also build long-term loyalty.

If you’re a food & drink brand looking to craft smarter, more effective digital campaigns, check out our email marketing agency services. Our expert team knows how to balance compliance and creativity to get your brand noticed and drive real results.

You can also explore the Food Marketing Club for DIY digital strategies that save time and money, perfect for brands navigating the shifting advertising landscape.

Fast food advertising isn’t going anywhere

Despite regulatory changes and public health campaigns, fast food advertising isn’t disappearing. Instead, it’s evolving. Brands that adapt to new consumer expectations and regulatory frameworks will thrive in a competitive market. Whether through innovative social media strategies, reformulated products, or compelling brand storytelling, the future belongs to those who can evolve.

Our paid social agency services can help you implement high-ROI ads that capture attention and convert, even in a crowded space.

For food and drink marketers, this presents a massive opportunity. How can you balance crave-worthy content with health-forward messaging? How can you use social media and digital platforms to engage audiences without falling into the junk food trap? The answers to these questions will define the next era of food marketing.

Ready to make your marketing work smarter?

At KW Marketing, we help food and drink brands navigate these shifts. From content that connects to campaigns that convert, we understand what it takes to make marketing work in today’s landscape. Whether you’re building a new campaign, refining your strategy, or seeking guidance on compliance and creative, we’re here to help.

Want to stay ahead of the curve? Let’s chat. Book a call today to discuss how we can help your brand THRIVE in 2025.