English Government stall some HFSS regulations until 2023 with current cost of living crisis

At the start of the month, you might have noticed something a bit different whilst on your shopping trips, with the The Food (Promotion and Placement) (England) Regulations 2021 coming into the effect. 

However, following a ministerial meeting on the cost-of-living crisis, the government announced that not all the new rules would be implemented. The new rules banning multibuy deals on High in Fat, Salt and Sugar (HFSS) foods and drinks, including buy one get one free, 3 for 2, and restrictions on free refills for soft drinks, have been delayed for a year until October 2023.  

However, restrictions on the placement of HFSS products still came into force on 1 October 2022 as planned, so you won’t be able to pick up a bar of chocolate when you’re paying for your shop. You also won’t be seeing these products in their usual end of aisle spaces as well as their online equivalents (plus other areas)! 

New rules introducing a 9pm TV watershed for HFSS products and a restriction of paid-for HFSS advertising online were initially intended to come into force on 1 January 2023, however these have been delayed one year and will now come into force in January 2024. 

Brands will need to think carefully about their placement of promotional POS in order to stay on the right side of the law. We have helped some of the world’s favourite brands run responsible and compliant promotions. For help and advice on running safe and successful promotions contact us here or email info@promoveritas.com.