Screens Are Getting Complicated. Audio Isn’t

Voluntary enforcement of the government’s LHF ad restrictions begins this month (1st October) and many brands are already rethinking where and how they show up.

While full implementation doesn’t land until January 2026, the shift in planning mindset is already well underway. Whether it’s precaution, proactivity, or just smart thinking, food and drink brands are exploring new ways to stay present, distinctive and compliant.

And increasingly, audio is where they’re landing.

Audio fits into real-life moments

What makes audio so powerful? It shows up when people are going about their day.

Think podcasts while cooking dinner, radio on the school run, or a favourite playlist on the walk to work. These aren’t just background moments – they’re decision-making moments and for food and drink brands, that’s a big deal.

Podcast listeners are increasingly relevant to food and drink brands too. According to Acast and YouGov, 94% of weekly podcast listeners are partly or wholly responsible for household grocery shopping. That means advertisers aren’t just reaching a passive audience, but connecting with people making purchasing decisions.

TV’s getting trickier

Let’s face it – the old model isn’t working like it used to. Linear TV is under pressure, audiences are fragmented, and restrictions like the LHF rules are only adding more complexity.

With CAP and BCAP currently consulting on how the restrictions will be implemented across media channels, the landscape is still shifting. But brands that start adapting now will be better placed for what comes next.

For some food and drink advertisers this means looking beyond traditional routes. Audio is a creative, compliant and incredibly effective alternative.

Creativity without compromise

Some still see audio as a “cut-down” version of a visual ad. That couldn’t be further from the truth. From immersive sound design to audio storytelling, branded audio opens up a world of creative opportunities. It lets you build emotional connection, distinctive brand assets, and long-term recall – all without a single visual.

We’re working on more and more campaigns where audio isn’t an afterthought but the lead channel. With the right strategy and production team (i.e. us!), it delivers.

Build a sonic identity that lasts

There’s also a bigger brand opportunity here. When visual campaigns are restricted, distinctive audio branding becomes even more valuable.

Ready to be heard?

With voluntary enforcement already in place and full regulation around the corner, now’s the time to get serious about your audio strategy.

Of course, channels like digital OOH and retail media can play a supporting role. But for brands looking to lead with high-impact, compliant and emotionally engaging campaigns, audio is already doing the heavy lifting.

If you're rethinking how to connect with audiences in this changing landscape, let's grab a coffee and talk it through – we’re all ears.

Sources
Acast
Marketing Beat