Hello marketers ☕🧇

Tuesday is meant to be one of the most productive days of the week… apparently.

Let’s get into today’s hot news.

Top Story

CAP/BCAP consultation on Less‑Healthy Food Advertising Rules (22 Sept 2025) — New draft rules will ban adverts for identifiable less‑healthy (HFSS) products on TV/On‑Demand between 5:30‑9pm, and in paid online advertising, starting 5 January 2026. Learn more

What does it mean for me? 
If your business markets HFSS (or works with HFSS clients), audits of ad content/slots are urgent; campaigns scheduled in that 5:30‑9pm window or using product imagery will need modification or risk non‑compliance.

Platform Updates 🧑‍💻

• Brand Nation’s social media update round‑up (mid September 2025) — Several platforms adjusting algorithms & features favouring engagement & relevance over hashtag volume. Brand Nation

• AI & PPC developments — Enhanced detection of fraud in paid search, more platform targeting options, and AI becoming more central to campaign optimisation. Adido Digital

Policy & Regulation ⚖️

• Brand Advertising Exemption Regulations (12 Sept 2025) — New rules clarify that “pure brand advertising” (i.e. not showing HFSS products) may be exempt from upcoming HFSS ad restrictions; guidance expected from ASA later this autumn. Lewis Silkin

• Draft ASA guidance on Less‑Healthy Foods (22 Sept 2025) — Clarifies that ads will be assessed case‑by‑case; not all branding will be automatically restricted. Lewis Silkin

Brand / Category Moves 🏃‍➡️

• H&M’s London Fashion Week “H&M&180: The London Issue” — Reasserting premium credentials, creative collaborations & cultural positioning to revive brand relevance amid competitive pressure. Vogue Business

• Burberry "heritage & commercial balance" pivot — Under new leadership, emphasizing British classic style & visibility via both high culture & mass appeal. Reuters

• Topshop reboot — Relaunched under new ownership, targeting younger demographics, with focus on digital experience, quality, collaborations & nostalgia. Vogue Business

Data & Trends 📊

• HFSS regulation momentum & confusion — While some restrictions are now in force, others delayed or being clarified; brands are unsure what counts as “identifiable product” or “brand‑only”. Taylor Wessing

• Engagement & creative agility winning — From Lime’s reactive out‑of‑home during Tube strikes to Great North Run turning errors into “collectibles”, brands are rewarded for nimble, bold storytelling. Visible PR

TL;DR 🥊

• Review all current and planned ad creatives for HFSS content: product imagery, naming, time slots.

• Begin drafting campaigns under the assumption that strict HFSS rules apply from Jan 2026.

• Wherever possible, test “brand‑only” messaging to see what still connects without product‑led visuals.

• Lean into creativity in response to disruption: use topical events, humour or unexpected channels.

• Monitor ASA’s forthcoming guidance closely — legal interpretations will evolve fast.