Great news for the audio advertising industry! Starting 1 October 2025, the UK will enforce a ban on paid online ads for HFSS (high fat, salt, sugar) products. However, audio ads are exempt from this restriction! The article’s authors on the IAB UK website discuss the new rules for paid advertising in the UK and the exceptions that allow HFSS brands to continue advertising through specific channels.

HFSS brands can continue connecting with audiences through audio-only platforms such as podcasts and music streaming services. Given the unique advantages of audio advertising, this presents an incredible opportunity for brands looking to engage consumers meaningfully.

Why Audio Advertising is a Game-Changer

Boosts ROI

Audio consistently outperforms pureplay digital channels regarding short-term return on investment (ROI).

Source: The “Speed of Sound” report by MTM and Radiocentre

Marketers looking for cost-effective and high-impact campaigns can benefit significantly from incorporating audio ads into their strategy.

Maximizes Budgets

Studies show that allocating 20% or more of total media spend to audio significantly increases overall campaign ROI.

Source: The “Speed of Sound” report by MTM and Radiocentre

 

Audio advertising is clever for brands looking to optimize their marketing investments.

Boosts brand trust and awareness

Radio ads increase brand relevance by 24%, trust by 32%, and ad awareness by 49%.

Source: The “Speed of Sound” report by MTM and Radiocentre

Drives Action

Radio campaigns have proven to be highly effective in influencing consumer behaviour.

  • Brand consideration increases by 18%
  • 20% of listeners who recall the ad visit the brand’s website

Source: The “Speed of Sound” report by MTM and Radiocentre

Highly Engaging & Immersive

Unlike visual ads that consumers often skip or ignore, audio ads create a deep and personal connection with the audience. Listeners engage actively with content, making audio ads more memorable and persuasive.

Reaches Audiences Anywhere

Audio advertising is not confined to a screen. It follows consumers throughout their day—whether at home, commuting, working out, or shopping. This makes audio one of the most versatile advertising formats available.

Non-Intrusive & Seamless

Audio ads blend naturally into podcasts, music streaming, and digital radio. Unlike pop-ups, banners, or autoplay videos, audio does not disrupt the user experience, making it a preferred ad format for consumers.

Discover the Future of Audio Advertising

Digital innovation is accelerating the power of audio advertising, providing brands with even more ways to connect with engaged audiences.

Learn how digital advancements are shaping the future of audio ads in the “Sound of Speed” report here.
Learn more about the updated HFSS ad rules on the IAB UK website.

This is the moment for brands to tap into an engaged, on-the-go audience and amplify their impact through audio advertising. Don’t miss out!