Regulations to restrict the promotion and placement of foods high
in fat, salt and sugar will be laid in the Senedd today, marking
a crucial step in Wales' fight against rising obesity levels.
The Food (Promotion and Presentation) (Wales) Regulations 2025
aim to reshape how shops promote less healthy foods, targeting
what experts identify as one of the key drivers in the obesity
challenge.
The regulations will:
- Restrict promotions that can encourage over-consumption, such
as multi-buy offers and free refills of sugary drinks
- Restrict the presentation of foods high in fat, sugar and
salt products at prime selling locations in stores, such as
entrances and checkouts and on website homepages.
- Apply to medium and large businesses with 50 or more
employees
The restrictions largely mirror rules already introduced in
England. There will be a 12-month implementation period before
they are introduced in March next year, if they are approved by
the Senedd in a vote next month.
The restrictions on where unhealthy foods can be displayed and
promoted are designed to prevent impulse purchases and
over-consumption.
Research shows up to 83% of purchases made on promotion are
impulse buys. And almost half (43%) of food and drink products in
prominent store locations promote sugary foods and drinks.
Health Secretary said: “These
regulations are a step forward in our long-term strategy to
tackle Wales' growing obesity problem.
“We want to make the healthier choice the easier choice by
improving the food environment. We can do this by ensuring
healthier food and drinks are more available, accessible and
visible to people in shops and stores.
“Sixty percent of adults in Wales are now overweight or obese,
and nearly a quarter of children by the time they start school –
we need to take action to help people make positive changes to
their diets and lifestyles.
“The retail environment in shops play a role in shaping the food
and drink we buy. Promotion and marketing strategies used by the
sector contribute to poor health outcomes across Welsh
communities.”
Dr Julie Bishop, Director of Health Improvement at Public
Health Wales, said: “Public Health Wales is very
supportive of these proposals.
“Our diet is rapidly becoming the leading cause of preventable
poor health in Wales which is affecting individuals and creating
demand in our NHS. There is significant research evidence to show
that how food is presented and positioned in shops has an impact
on the choices that we make.
“This legislation is about giving the customer more choice, it
will help level the playing field between the consumer and the
retailer.
“We know that people want to make healthier choices and this is
one step to helping them to do that but there is much more work
to do.”
The Welsh Government will publish comprehensive guidance to
support businesses and local authorities in implementing these
changes, which largely mirror similar measures already introduced
in England.
Notes to editors
The proposals formed part of Welsh Government's 2022 Healthy Food
Environment consultation which were met with overall support from
respondents – 49% of respondents were supportive of promotional
restrictions; 66% supported placement restrictions and 60%
supported restrictions on free refills. Respondents in favour
said the proposals would make it easier for consumers to make
healthier choices.
Around 60% of adults in Wales are now overweight or obese, with a
quarter of those classified as obese[1]. Childhood
obesity rates in the UK are among the highest in Western Europe
with nearly a quarter of children living with obesity or
overweight by the time they start school in Wales[2].
Forty per cent of food and drink bought in UK stores is on
promotion, the highest in Europe[3], and research
suggests that these promotion strategies are most prevalent among
products high in fat, sugar or salt for example, biscuits (33.9%)
and confectionary (36.1%)[4]. These
products encourage people to buy more than they intended to
purchase in the first place. Research also shows that up to 83%
of purchases made on price promotion are impulse purchases, with
only 17% planned[5]. While people
may purchase promoted items on the assumption that the additional
quantity bought will be offset by reduced purchases later (having
long-term cost savings), this does not consider the subconscious
decision to consume more when more is available. This can lead to
increases in consumption frequency and the quantity eaten which
could lead to excess calorie consumption[6].
[1] Overweight and Obesity - Public
Health Wales
[2] CMP 2022-23 - Public
Health Wales (nhs.wales)
[3] Sugar reduction: from
evidence into action - GOV.UK (www.gov.uk)
[4] Kantar Worldpanel Take
Home Purchasing | 52we data to 29 Dec 19
[5]
Martin, L, Bauld, L & Angus, K (2017) Rapid
Evidence Review: The Impact of Promotions on High fat, Sugar and
Salt (HFSS) Food and Drink on Consumer Purchasing and Consumption
Behaviour and the Effectiveness of Retail Environment
Interventions. Edinburgh: NHS Scotland.
[6] Chandon P, Wansink B.
(2002) When are stockpiled products consumed faster? A
convenience-salience framework of post-purchase consumption
incidence and quantity. J. Mark. Res. 39:321–35
