Shoppers looking for a bargain on their favourite snacks will be disappointed this week. The long-debated government ban on "buy one, get one free" and other multi-buy deals for unhealthy food and drinks comes into force today.
The crackdown applies to all major supermarkets, larger high street shops, and online retailers, targeting everything from fizzy drinks to sweets, crisps, and even certain types of prepared meals like fish fingers and pizzas.
Ministers insist the restrictions are a "crucial step" in tackling the capital's growing obesity crisis, in particular the alarming rates of childhood obesity, which they say "robs children of the best possible start in life."
The new rules also block restaurants and cafes from offering free refills on certain sugary drinks.
The legislation had been delayed from 2022, with the government citing the cost-of-living crisis. But health campaigners have slammed the postponement, arguing the ban is long overdue.
Greg Fell, president of the Association of Public Health Directors, noted that these promotions "do not save people money, in fact, they encourage them to spend more" through impulse purchases. He called the current move a "long-overdue first step."
The new rules follow a related measure introduced in 2022 that banned unhealthy products from being placed in key locations like checkouts. A University of Leeds study found that this single change resulted in two million fewer unhealthy products being sold per day.
The current ban is just the beginning. It will be followed in January by further restrictions, including a ban on advertising less healthy food and drink on TV before the 9:00 PM watershed, alongside a complete ban on online promotions.
While some major retailers, including Sainsbury's and Tesco, had already implemented their own restrictions, the British Retail Consortium confirmed that the vast majority of members are now compliant.
Wales is set to introduce similar restrictions next year, with Scotland also confirming it will follow suit.
