Government delays restrictions on junk food sales but placement rules to go ahead this year

Restrictions on multi-buy deals and advertising foods high in fat, salt or sugar are to be delayed for a year, the government has announced.

The government said it was delaying the action due to the cost of living crisis and to give the industry more time to prepare for the restrictions on advertising.

Rules banning multi-buy deals on foods and drinks high in fat, salt, or sugar (HFSS) – including buy one get one free (BOGOF), ‘three for two’, and restrictions on free refills for soft drinks – will be delayed for a year. However the rules restricting the placement of less healthy products, which will no longer be permitted to be promoted in key locations, such as checkouts, store entrances, aisle ends and their online equivalents, will go ahead in October as planned.

The restrictions banning HFSS adverts on TV before 9pm and paid-for adverts online will also be paused for a year, meaning they come into force January 2024. This is due to a delay to the Health and Care Bill receiving royal assent, as well as to give the industry more time to prepare.

A consultation on TV and paid-for adverts online will be launched in the coming weeks.

Public health minister Maggie Throup said pausing restrictions on deals like BOGOF “will allow us to understand its impact on consumers in light of an unprecedented global economic situation”.

Media, data and digital minister Julia Lopez said: “We have listened to the concerns which have been raised and will not be bringing in restrictions on junk food advertising until confident that the time is right.”

Last month saw laws on calorie labelling in large restaurants, cafes and takeaways come into force.

The Food and Drink Federation’s chief scientific officer Kate Halliwell said: “We welcome the UK government’s pragmatism during the cost of living crisis. At a time when both families and our manufacturers are struggling with high inflation, it makes sense to delay the restrictions on volume promotions for everyday food and drink products, including breakfast cereals, ready meals and yogurts, as it risked further stretching already pressed household budgets.

“We also welcome the delay to the start of advertising restrictions, given the time it will take our industry to prepare for the change in law.”

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