电通：2025英国市场新趋向：食品监管规则演变对营销、信任与创意的重塑研究报告（英文版）（17页）.pdf

1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESUK CONSUMER NAVIGATORPART OF THE DENTSU CONSUMER NAVIGATOR SERIESHOW EVOLVING FOOD RULES ARE RESHAPING MARKETING,TRUST AND CREATIVITYPART OF THE DENTSU CONSUMER NAVIGATOR SERIESA NEW RULEBOOK FOR WHAT(AND HOW)BRITAIN EATS Yet 6 in 10 UK consumers say they

2、havent heard of these rules,despite two-thirds supporting them once explained.That gap between regulation and recognition exposes a missed opportunity:policy is changing behaviour on paper,but not yet in practice.For brands,thats the signal to step in.The story of“better food”still needs telling,and

3、 marketers now hold the mic.From January 2026,new restrictions will come into force to limit how certain less healthy food and drink high in fat,salt and sugar are advertised across TV,ODPS and online.Policy awareness vs supportunaware of new advertising regulationssupport them once explained believ

4、e theyll help promote healthier habits 60%67%74%T H E C O N T E X TPART OF THE DENTSU CONSUMER NAVIGATOR SERIESUnless stated otherwise,references to retail rules relate to England.Devolved nations may vary.Less Healthy Food or Drink,or LHF,means products in certain categories(for example,soft drinks

5、,confectionery,pizzas and ready meals)that are HFSS,i.e.score above set thresholds on the governments Nutrient Profiling Model,indicating they are higher in fat,salt or sugar.PART OF THE DENTSU CONSUMER NAVIGATOR SERIESCONSUMERS ARE READY FOR CHANGE.THEY JUST NEED HELP DIGESTING IT The public mood i

6、s firmly behind action on food health.Once made aware of them,two-thirds of consumers support new tighter rules on advertising and promotions,and nearly three-quarters believe theyll make a real difference to healthier eating habits.Support is strongest among Millennials,Gen Z and families,signallin