High Fat Sugar Salt Food and Beverage

Our policy

We support responsible advertising of food and beverages. High Fat Sugar Salt (HFSS) Food & Beverage (F&B) Shopping ads are allowed if they comply with our policies. We consider ads to be promoting the sale of HFSS products when one or more HFSS food item, beverage, or meal is promoted in the ad (text, imagery, audio and/or video) or destination site. Specifically, Shopping ads that contain HFSS foods and beverages are now prohibited from targeting minors.

The information reflected in this policy is not intended to be legal advice and we expect all merchants and partners to comply with the local laws for any region their ads target, including local requirements that may differ from this HFSS Food & Beverage policy.

Below are some examples of F&B products (non-exhaustive) that are considered HFSS. Shopping ads that contain nutritional information indicating the products are within the allowed threshold for FSS and serving size/calories, or on successful appeal by the merchant, may be eligible to serve. For the complete nutritional thresholds for HFSS F&B products, please see the table below.

These are some examples of HFSS F&B: 
  • Sweetened beverages (soda, water, juice, coffee, tea, or sport drinks with added sugar or other caloric sweeteners), energy drinks
  • Doughnuts, cakes, sweet biscuits, pastries, croissants, sweet bakery treats
  • Fruits canned in syrup, dried fruit with added sugar
  • Chocolate nut spreads, trail mix or nut bar with chocolate or candy, nuts coated in candy or honey
  • Milkshakes 
  • Pork and beef sausage/hot dogs, salami, prosciutto, bacon, fried meats, fried fish
  • Pizza, hamburger meals with fries, fried food (such as jalapeno poppers)
  • Candy, chocolate, sweets, sugar confections, gummy snacks, ice cream, marshmallows
  • Butter, salt, caloric sweeteners (e.g., maple syrup, agave, honey, sugar), coconut oil
Examples of Shopping offers outside the scope of this policy:
  • Free product listings
  • Ads or destination sites that include only text, imagery, audio, and/or video, etc. of foods, beverages, and meals that are not HFSS. Examples of non-HFSS F&B include (non-exhaustive): 100% juice; plain bottled water; carbonated water and flavored water with no added sugar or sweeteners; beverages containing ONLY water and 100% juice (e.g., diluted juice); unsweetened coffee and tea; low or non-fat plain milk; grains with no added ingredients; plain fresh or frozen fruits and vegetables; dry beans and lentils; fruit canned in water or 100% juice; plain nuts and seeds; nuts and dried fruit with no added salt or sugar; low or non-fat plain yogurt with no added sugar; plain fish, poultry, eggs or meat (no added salt, fat, sugar); plain flours; baking soda; baking powder; olive oil; canola oil
  • Food or beverage company ads or destination sites that do not include text, imagery, audio, and/or video, etc. of any HFSS foods and beverages, such as:
  • Brand logo or company name depicted on non-consumable merchandise (e.g. t-shirt, poster)
  • Brand logo or company name depicted in a sponsorship or charity situation, i.e., “Sponsored by or brought to you by [company name]”
  • Restaurant locator websites
  • Restaurant review websites
  • Restaurant delivery services
  • Shopping ads that feature one or more HFSS F&B products, to promote a product or service that is not related to F&B, such as: 
  • A trailer for a baking show
  • A tourism advertisement 
  • Ads for kitchen cleaning supplies
  • Shopping ads that feature one or more HFSS F&B products, to promote a PSA message on healthy diets and eating 

Effect of the policy

This policy update will apply to all HFSS F&B ads serving in the UK and EU on Shopping, including ads served through other products like Search. Ads identified as HFSS, and which have received the HFSS label will only serve to users with a declared age of 18 and above.

Need help?

  • If you have questions about our policies, let us know: Contact Us
Google HFSS F&B Nutritional Profile

Nutrient levels are applied on a 100-gram and per serving basis for global applicability and to reflect common labeled serving sizes and calorie levels for meal and meal components. If the serving size of your advertised food or beverage does not closely match the listed serving size (LSS), please evaluate your product using the per 100-gram criteria.

 

Food and Beverage

PER

Sat fat (g)

Sodium (mg)

Total sugar (g)

Added sugar (g)

Calories

Beverages

           

All beverages except milk

LSS (est 8 oz)

N/A

105 mg

N/A

0

N/A

100 g

N/A

46 mg

0

             

Grains/breads

           

Bread, bread products, noodles, rice, grains, pancakes

LSS (est 100g)

2

360

10

N/A

N/A

100 g

2

360

10

             

Breakfast cereals

LSS (est 30g)

1.5

250

6.75

N/A

N/A

100 g

5

625

22.5

             

Fruits, vegetables & legumes

           

Processed fruit, vegetables & legumes

LSS (est 90g)

2

350

N/A

0

N/A

100 g

2.2

390

0

             

Nuts & seeds

           

Nuts & seeds

LSS (est 30g)

3.5

130

4

N/A

N/A

100 g

12

430

13

             

Dairy

           

Milks & milk alternatives

LSS (est 8 oz/245 g)

5

200

22

N/A

N/A

100 g

3

82

9

             

Cheese & cheese products

LSS (est 30 g)

3

228

N/A

N/A

N/A

100 g

10

760

             

Yogurt & yogurt-type products

LSS (est 170 g)

5

136

19

N/A

N/A

100 g

3

80

11.5

             

Meat, fish, egg, poultry & meat replacements

           

Processed meat, poultry, fish, eggs and alternatives

LSS (est 50g)

2

335

N/A

N/A

N/A

100 g

4

670

             

Meals & meal components

           

Ready-made dishes & appetizers

<315 calories (est 140 grams)

5

545

14

N/A

315

100 g

4

390

10

225

             

Complete meal

<510 calories (est 300 g)

6.6

660

18

N/A

510

100 g

2.2

220

6

200

             

Snacks & treats

           

Snacks & treats

<150 calories (est 30g)

1.5

120

6.75

N/A

150

100 g

5

400

22.5

500

             

Sauces, condiments and culinary ingredients

           

Sauces, condiments and culinary ingredients

LSS (est 30g)

2

135

1.5

N/A

N/A

100 g

6.6

450

4.9

             
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