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How UK brands are reformulating to avoid the HFSS ad ban UK food brands are currently digesting planned government legislation coming next year which will prevent marketing and advertising of HFSS being shown on TV (pre-9pm) and online from 2022 and limit where these products can be placed in bricks and mortar stores. But the proposals are vague, and the government is yet to fully explain how it will define which foods, ingredients and formats will come under the scope of the legislation. Although details have yet to be sketched out, it is believed the Government will define which foods to restrict based on its current nutrient profiling model developed by the Food Standards Agency in 2004-2005. This approach takes into consideration the balance of the positive (i.e. fibre, protein, fruit/vegetables, etc) vs negative (fat, salt, sugar) components of food and drink and is also the model used by supermarket Tesco as it aims to increase the pro ....