Decoding Upcoming HFSS Regulations in the U.K.
Two for the price of one? Who can resist?
Consumers in England and Wales will soon be forced to resist, at least to some degree, with new legislation around food merchandising, starting in the coming months. The new rules will affect foods high in fat, salt, or sugar (HFSS) and are designed to thrust them less under the eye of shoppers and to not proffer them through special offers.
However, part of the new regulations have recently been pushed back. Here’s what we can expect to see:
October 2022: Retailers will no longer be allowed to place non-compliant foods (HFSS foods) in the most prominent places in their stores — such as endcaps and at checkouts — to boost sales. Small stores and specialty stores are exempt.
January 2024: It’s anticipated that retailers will no longer be allowed to offer Buy One, Get One offers and multi-buy deals on HFSS products. Commercials of these products will also be banned before 9 p.m. on TV; there will be a complete ban of paid-for advertisements for HFSS products online.
“This has the potential to be quite impactful given that products are put in those places for their sales impact,” says James Anstead, MD, …