New Restrictions on Promotions of Unhealthy Food and Drink Introduced in England
Source: Department of Health and Social Care and Department for Culture, Media and Sport
From Wednesday 8 October 2025, new regulations come into force in England banning price and multibuy promotions on less healthy food and drink products. These include “buy one, get one free” deals and free refills of sugary drinks in restaurants and cafes. The restrictions apply to supermarkets, larger high street retailers, and online platforms.
These measures aim to reduce the consumption of products high in fat, salt, and sugar (HFSS), particularly among children, and form part of a wider strategy to tackle obesity and improve population health.
Key Changes:
- Multibuy promotions on HFSS products are no longer permitted.
- Free refill offers for sugary drinks are banned in hospitality settings.
- Advertising restrictions will follow:
- TV adverts for HFSS products banned before 9pm.
- A full ban on online advertising of HFSS products from January 2026.
The government has defined HFSS products using a nutrient profiling model, which includes sugary fizzy drinks, crisps, sweets, cakes, pastries, and some processed foods such as fish fingers and pizzas.
Why It Matters
Obesity rates in England have risen significantly, with over a quarter of adults and one in five children leaving primary school classified as obese. These rates are higher in more deprived communities, contributing to widening health inequalities.
Evidence suggests that promotional tactics like multibuy deals encourage overconsumption and impulsive purchasing. A study by the University of Leeds found that previous restrictions on product placement led to a measurable reduction in the sale of unhealthy items.
While not a standalone solution, these new regulations are considered a necessary step toward creating healthier food environments. Further action is needed to support healthy choices, including improvements in food quality in schools, investment in active travel, and tighter controls on sponsorship by HFSS brands.
Retailers have been preparing for the changes, with many already compliant. Industry bodies report that food businesses are increasingly supporting healthier choices through reformulation, clearer labelling, and portion control.
Similar measures are planned in Wales and Scotland, reflecting a UK-wide commitment to improving public health through regulatory action.