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6 JANUARY 2026
Happy New Year!
If you’re just getting back into the swing of things, you’re not imagining it — 2026 has wasted no time getting started. In just the first week, we’ve already seen big moves, new rules and a few clear signals that “business as usual” isn’t quite business as usual anymore.
We’re big believers that the strongest work comes from staying curious, sharing what we’re seeing and learning together. So consider this a friendly catch-up rather than a formal report: 10 things shaping UK marketing right now, and worth having on your radar as the year gets going.
1. The "Brand-Only" era begins (Jan 5th HFSS Ban)
As of yesterday, the UK's ban on "Less Healthy Food" (HFSS) advertising is officially law. Brands can no longer show identifiable junk food products in paid online ads or on TV before 9pm. Agencies are now pivoting to "Brand-Only" creative, selling the feeling of a brand without showing the product. Read more here
2. The "Zero-Click" reality: from SEO to AEO
By late 2025, search officially moved from keywords to "Answer Engine Optimization" (AEO). New reports show that when AI "Overviews" appear, clicks to third-party websites drop by nearly 50%. For brands, the goal is no longer just "ranking" on Google, but being cited as the authoritative source by the AI itself. Get more insights here.
3. The retail media flywheel
UK advertiser spend on Retail Media is expected to top £4.8 billion in 2026. As traditional tracking fades, brands are moving budgets directly to retailer networks (like Tesco or Ocado) to reach shoppers at the exact point of purchase. Take a deeper look here.
4. Creator Commerce: beyond branding to "performance storefronts"
As of January 2026, the UK's social commerce market is tipped to exceed £9 billion. The narrative has officially shifted: creators are no longer just "awareness" tools; they are the most effective direct-to-consumer sales channel in the UK. 81% of UK marketers are increasing creator budgets this year. How does it impact your channel strategy? Creators to build a “look”, or as your primary storefront? Take a read on the key stats here.
5. B2B Video: the "short-form" takeover
Short-form video has seen the strongest growth of any format going into 2026, with 46% of UK businesses increasing spend here. In the B2B sector, the "90-second native demo" is now significantly outperforming long-form whitepapers for lead generation. Given the power of AI-generated video, brands or agencies who master it smartly can produce a month's worth of authority-building content in an afternoon. In 2026, the competitive edge isn't "making video"—it's building a video factory that scales your expertise. More read here.
6. Greenwashing: from PR risk to legal liability
As of April 2025, the UK's Competition and Markets Authority (CMA) was granted "court-like" powers to fine companies directly - up to 10% of global annual turnover without needing to go through a judge. Throughout late 2025, we saw the CMA move from "investigating" to "punishing," with major censures in the travel and fashion sectors for unqualified claims like "sustainable style" or "eco-friendly LNG. "Vague" is officially "illegal." If your agency is pitching creative based on "green vibes" rather than hard, verifiable data, you aren't just risking a bad headline, you’re risking a catastrophic fine. Give a read here.
7. "Agentic" commerce: shopping for machines
Reports from January 2, 2026, confirm that "Agentic AI" is moving from experimentation to embedded workflows. We are entering an era where AI agents make purchasing decisions on behalf of humans based on price tracking and product search. More details here.
8. Regional power: the "northern creative" era
The acquisition of Prolific North by RM Communications (Jan 6th) signals a massive vote of confidence in the North’s creative economy. With industry veteran Rob McLoughlin OBE at the helm, the influence of agencies in Manchester and Leeds is rivaling London like never before. The announcement here.
9. Insights at a turning point: from knowledge to growth
In 2026, insights teams are moving beyond simply generating faster data to driving real strategic impact. With GenAI reshaping how information is gathered and used, the teams that win will be those who embed strategic storytelling, critical thinking, and hands‑on practice into how they operate — turning knowledge into growth outcomes rather than just reports. Get the insights here.
10. The 150th anniversary of UK branding
January 1st marked the 150th anniversary of the UK Trade Mark Registry. It’s a powerful reminder that while technology like AI "agents" may change how we buy, Brand Trust remains the only evergreen currency in the UK market. Full details here.
We can see 2026 continuing to be dynamic, constantly requiring us to pivot. Tools are changing fast, rules are tightening, and expectations are higher than ever. But the fundamentals still hold: clear thinking, genuine creativity, and trust built over time.
What’s on your radar this year, and which of these shifts are shaping your plans?
Here’s to starting the year strong, learning from each other, and making 2026 our best work yet, together.
