Compliant LHF Ads Build Trust in Smaller Brands Finds New Azerion Research

"Smaller, less healthy food (LHF) brands should not fear the forthcoming legislation that will restrict when and where they advertise. Rather than weakening performance, compliant ads can increase comfort and trust and evoke positive emotions with viewers. This is a key finding of a study undertaken by Azerion in the run-up to the three-month voluntary compliance period, which started on 1 October 2025, ahead of the rules coming into force on 5 January 2026."

"Under the new legislation, LHF ads can no longer use product-led creatives in key channels. Azerion carried out the research to ensure smaller brands can still create effective campaigns. Many larger, more established brands can leverage the legacy of being a household name to counteract these new constraints; younger, less well-known entities do not have the advantage of distinctive brand assets, credibility and heritage."

"Story-led creative is the most effective format: This includes content such as the brand's backstory, milestones, ethical principles, etc, which can be anchored with compliant product cues. Brand-led and situation-led ad formats are limited: Creatives that focus on the brand (which may not be well-known) or the contextual environments in which they might be consumed can reinforce awareness, but on their own are unlikely to make clear what the brand offers."

Azerion undertook a study ahead of a three-month voluntary compliance period beginning 1 October 2025, before rules take effect on 5 January 2026. The new legislation prohibits product-led creatives for LHF ads in key channels. The research tested ad creatives for chocolate, biscuits, and fast food brands. Story-led creative performed best, using brand backstory, milestones, and ethical principles anchored with compliant product cues. Brand-led and situation-led formats increased awareness but often failed to clarify product offering. Younger audiences favor narrative and brand-led styles, while older viewers prefer explicit product links and clearer cues.

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