Welsh Government will press on with a planned ban on Bogof deals on ‘junk’ food, and free restaurant refills, but will delay when the new rules will come in. A consultation was launched last summer on proposals to restrict “promotions of food products high in fat, sugar and salt”(HFSS).
The government said it was “supporting people in Wales to make the healthy choice” as rising obesity rates increase pressure on the NHS and negatively impact the economy. It comes as more than 60% of people in Wales are classed as overweight or obese.
But the Welsh Conservatives have described the move as a “nanny state plan which will hit people in Wales in their pockets”. The previous Tory UK Government put forward similar proposals for England but they have not yet been implemented after a review was announced.
Meal deal restrictions – which have previously been touted – do not form part of the proposed regulations in Wales.
What are the proposals:
- Location restrictions will prohibit retailers from placing HFSS products in certain locations and will apply to in store entrances, aisle ends and checkout/queueing areas and their online equivalents (for example,website entry pages, landing pages for other food categories, and shopping basket and payment pages).
- Volume price promotion restrictions will prohibit retailers from offering, both in store and online, promotions on HFSS products that indicate a product, or any part of a product, is free (such as “buy-one-get-one-free”)and multibuy promotions, meaning the express offer of a financial incentive for buying multiple items compared with the price for buying each item separately (such as “3 for 2” offers).
- Free refill promotion restriction will prohibit retailers and the out of home sector from offering a promotion to consumers that offers the same non-pre-packed sugar-sweetened beverage or another similar drink(including free top-ups) for free after the consumption of a first.
Which foods are impacted:
- Soft drinks with added sugar that are in scope of the soft drinks industry levy
- Cakes
- Chocolate confectionery
- Sugar confectionery
- Ice cream
- Morning goods (for example pastries)
- Puddings and dairy desserts
- Sweet biscuits
- Breakfast cereals
- Yoghurts
- Milk-based drinks with added sugar
- Juice based drinks with added sugar
- Pizza
- Ready meals
- Meal centres
- Breaded and battered products
- Crisps and savoury snacks
- Chips and similar potato products
When will the rules come in:
Welsh Government said: “We will also be adjusting the planned timings for the coming into force of the Regulations, which recognises comments from businesses and enforcement bodies. Subject to Senedd approval of the Regulations, our intention is now for them to come into force in Spring 2026, following a 12-month implementation window. We will continue to engage with impacted businesses and enforcement bodies to update them on our progress and support them in implementing and complying with the proposed Regulations.”
There will be a 12-month transition period from when the restrictions come into force in relation to multi-buy promotions included on the packaging of products.
The problem:
Obesity is fuelling a raft of chronic illnesses, from heart disease to type 2 diabetes and depression. It’s one of the biggest challenges facing the NHS and, with nearly 3m people signed off with long-term conditions in the UK, it’s also a drag on the economy.
Opposition:
When the consultation launched, Sam Rowlands, Tory Senedd Member for North Wales, said people should not be told by the government what they can and can’t eat.
He said: “I really can’t believe that the Welsh Government is considering yet another nanny state plan which will hit people in North Wales in their pockets. This latest consultation is yet another over-the-top regulation and completely uncalled for.
“The Welsh Government, which has been unsuccessfully running the NHS in Wales for over 25 years, should be concentrating their efforts on improving the service, never mind exacerbating the cost of living for the poorest in society. Of course healthy eating is important. But I really believe we all have the right to decide what we eat, drink and buy and decisions like these should not just be foisted upon us.”
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