Beef pho
Unlikely to be caught by the Less Healthy Food rules, so you can feature it in paid online advertising regardless of your business size.
To be in scope, a product must be in one of 13 regulated food categories and score as "less healthy" on the Nutrient Profiling Model. Here's how it scored:
Less Healthy Food Category
Only products in one of 13 specific food categories defined in the Schedule are in scope. Being high in fat, salt, or sugar alone doesn't make something restricted.
Beef pho Vietnamese noodle soup served as a single à la carte dish without specified accompaniments. Not classified as a complete meal under 13(b) as it's not bundled with sides. Does not fit any other Schedule category.
Nutrient Profile Model (NPM)
This product isn't in any of the 13 Less Healthy Food categories, so it's not in scope for advertising restrictions, so there's no need to check its nutrient profile.
Designed specifically for hospitality businesses using the Less Healthy Food Definitions and ASA guidance as of January 2026. This tool can make mistakes, so always double check official sources.
Understanding UK HFSS Regulations
When the rules apply and what options you still have
When the Rules Apply
A product is restricted if it meets both parts of this test:
In one of 13 regulated categories (pizza, chips, burgers, desserts, fried chicken, sugary drinks, etc.)
Scores as "less healthy" under the Nutrient Profiling Model
Applies to paid social ads, boosted posts, sponsored listings, and paid partnerships (including gifted). The rules apply 24/7 with no watershed, unlike TV advertising.
What You Can Still Do
Even with 250+ employees, you can still:
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Feature dishes outside the 13 categories steaks, pasta, curries, salads, grilled fish
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Post on your own channels organic posts on social, website, and email
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Commission content for your channels pay creators for your accounts
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Run brand-focused ads promote your venue and experience
Frequently Asked Questions
Common questions about UK HFSS and LHF food advertising rules for restaurants, cafes, pubs, and hospitality businesses. For more detail, read our full compliance guide or speak to the Joli team.
What's the difference between HFSS and LHF?
You'll see both terms used, but they mean slightly different things. HFSS (High Fat, Salt, Sugar) is the scoring system that determines whether a food counts as 'less healthy'. LHF (Less Healthy Food) refers to the actual advertising restrictions. For a product to be restricted, it needs to tick both boxes: fall into one of 13 specific food categories AND score as HFSS.
What does 'in scope' and 'out of scope' mean?
If something is 'in scope', the restrictions apply to it. If it's 'out of scope', you're in the clear. There are a few ways a product can be out of scope: it might not be in a regulated category, it might not score as less healthy, it could be advertised by a smaller business, appear on the brand's own channels, or be brand-only advertising that doesn't show specific products.
How does the Nutrient Profiling Model work?
The model scores foods based on what's in 100g of the product. You get points added for things like energy, saturated fat, sugar, and sodium, then points taken off for fruit and veg content, fibre, and protein. If a food scores 4 or more (or 1 or more for drinks), it's classed as 'less healthy'. You can check scores using the free NPM calculator.
Are drinks treated differently?
Yes, drinks have a much stricter threshold. A drink only needs to score 1 point to be classed as 'less healthy', compared to 4 points for food. This catches people out because things like caramel lattes, sugary iced coffees, and flavoured milkshakes will likely fail. Plain coffee, tea, and unsweetened drinks are fine.
What are the 13 regulated food categories?
The categories cover soft drinks with added sugar, savoury snacks, breakfast cereals, confectionery, ice cream, cakes, sweet biscuits, morning goods (think croissants and pastries), desserts, sweetened yoghurt, pizza, potato products like chips and fries, plus category 13 which includes ready meals, breaded or battered products, and sandwiches including burgers. You can find the full definitions in the regulations.
What foods are NOT in the regulated categories?
Anything not listed in the 13 regulated categories is out of scope, no matter how it scores nutritionally. So things like grilled meats, fish that isn't battered, pasta dishes, curries, and salads can all be featured freely in paid content.