The problem of lateral heat/buoyancy transport in localized turbulent convection dominated by rotation in continuously stratified fluids of finite depth is considered. We investigate the specific mechanism of the vortex-dominated lateral spreading of anomalous buoyancy created in localized convective regions owing to outward propagation of intense heton-like vortices (pairs of vortices of equal potential vorticity (PV) strength with opposite signs located at different depths), each carrying a portion of buoyancy anomaly. Assuming that the quasi-geostrophic form of the PV evolution equation can be used to analyse the spreading phenomenon at fast rotation, we develop an analytical theory for the dynamics of a population of three-dimensional hetons. We analyse in detail the structure and dynamics of a single three-dimensional heton, and the mutual interaction between two hetons and show that the vortices can be in confinement, splitting or reconnection regimes of motion depending on the initial distance between them and the ratio of the mixing-layer depth to the depth of fluid (local to bulk Rossby radii). Numerical experiments are made for ring-like populations of randomly distributed three-dimensional hetons. We found two basic types of evolution of the populations which are homogenizing confinement (all vortices are predominantly inside the localized region having highly correlated wavelike dynamics) and vortex-dominated spreading (vortices propagate out of the region of generation as individual hetons or heton clusters). For the vortex-dominated spreading, the mean radius of heton populations and its variance grow linearly with time. The law of spreading is quantified in terms of both internal (specific for vortex dynamics) and external (specific for convection) parameters. The spreading rate is proportional to the mean speed of propagation of individual hetons or heton clusters and therefore depends essentially on the strength of hetons and the ratio of local to bulk Rossby radii. A theoretical explanation for the spreading law is given in terms of the asymptotic dynamics of a single heton and within the frames of the kinetic equation derived for the distribution function of hetons in collisionless approximation. This spreading law gives an upper ‘advective’ bound for the superdiffusion of heat/buoyancy. A linear law of spreading implies that diffusion parameterizations of lateral buoyancy flux in non-eddy-resolving models are questionable, at least when the spreading is dominated by heton dynamics. We suggest a scaling for the ‘advective’ parameterization of the buoyancy flux, and quantify the exchange coefficient in terms of the mean propagation speed of hetons. Finally, we discuss the perspectives of the heton theories in other problems of geophysical fluid dynamics.