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But at NewGen, we see this as a shift rather than a roadblock. It will demand brands to rethink their strategies and get creative, to focus on storytelling rather than product pushes.
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So, if you work in hospitality and you’re worried about what to do when October comes &#8211; we’ve got you. Here’s our guide to rethinking influencer marketing post HFSS.
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A recap of the rules
The ASA is cracking down on anything that could encourage younger audiences to consume unhealthy foods. Which means the following are a no-go from October 2025:
<ul>
<li style="font-weight: 400;" aria-level="1">You cannot promote HFSS products to audiences under the age of 16</li>
<li style="font-weight: 400;" aria-level="1">Use influencers with 25%+ under-16s in their following</li>
<li style="font-weight: 400;" aria-level="1">Rely on “organic” posts if there’s any brand involvement</li>
<li style="font-weight: 400;" aria-level="1">Gift HFSS items in exchange for content</li>
<li style="font-weight: 400;" aria-level="1">Use glamorised visuals like dramatic cheese pulls or burger close-ups</li>
</ul>
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<h3>So, what can you do?</h3>
The rules aren’t going anywhere, so it’s time to get creative. Here’s how smart brands are already flipping the script:
<h3>Lead with lifestyle</h3>
You’re not just selling food, you’re selling experiences. Cost of living pressures are hitting everyone, so when they do choose to go out, they are looking for more than just nice food. Think: date nights, birthdays, catch-ups. Showcase your venue’s vibe, not just what’s on the plate. 
<h3>Spotlight Healthier Options</h3>
Got non-HFSS dishes or a wellness menu? Shout about it. Gen Z are way more health conscious and have a much higher focus on wellness. Swap out bottomless brunch for gut-friendly grazing boards and you’ll be speaking their language.
<h3>Build Long-Term Creator Partnerships</h3>
Forget one-and-done deals. Gen Z craves authenticity and that means creators who genuinely align with your brand. Long-term collaborations let influencers grow into ambassadors, building deeper trust with their audiences (and ticking the compliance box too).
<h3>Tell Better Stories</h3>
79% of Gen Z <a href="https://www.edelman.com/trust/2023/trust-barometer/special-report-brand-trust?utm_source=chatgpt.com">actively seek</a> authenticity in the brands they choose. So skip the food shots and lean into chef interviews, behind-the-scenes clips, and sustainable sourcing stories.
<h3>Position Your Brand, Not Just Your Plate</h3>
What makes you you? Maybe you use locally sourced produce, support social causes, or use eco-friendly packaging. Gen Z loves brands that reflect their values, so lean into yours.
<h2>Influencer Strategy Checklist: Are You HFSS-Ready?</h2>
Before hitting “send” on your next creator brief, ask yourself:
<ul>
<li style="font-weight: 400;" aria-level="1">Are you promoting a non-HFSS product or skipping the product entirely?</li>
<li style="font-weight: 400;" aria-level="1">Is the influencer’s under-16 audience under 25%?</li>
<li style="font-weight: 400;" aria-level="1">Is the partnership clearly disclosed?</li>
<li style="font-weight: 400;" aria-level="1">Are you avoiding glamorised HFSS visuals?</li>
<li style="font-weight: 400;" aria-level="1">Have you reviewed the latest ASA/CAP guidelines?</li>
</ul>
If the answer to any of these is “no,” it’s time to rethink.
<h2>Final Word: Don’t Panic, Pivot</h2>
This isn’t about playing small. It’s about playing smart. The HFSS rules are pushing hospitality brands to be more creative, more conscious, and more community-driven in the way they work with creators.
And honestly? That’s where content was heading anyway.
The brands who embrace this shift early will be the ones who thrive long after the rules kick in.
Need help shaping your influencer strategy for 2025? 
NewGen is your go-to creative and creator agency for social-first, HFSS-smart campaigns. Get in <a href="https://thenewgen.com/contact/">touch</a> today.

Rethinking Influencer Marketing for Hospitality’s Next Chapter