Key Summary
- HFSS multibuy and aisle promotion bans to be repealed under Labour’s 10-year NHS plan.
- New mandatory health targets and reporting system to replace blanket restrictions.
- Industry welcomes shift to “smarter regulation” and collaborative policymaking.
In a significant shift in public health policy, the Labour government has announced plans to repeal the restrictions on supermarket junk food promotions, also known as HFSS ban, as part of its new 10-year strategy for the NHS, promising a move toward “smarter regulation” that prioritises industry collaboration and outcome-focused targets.
The previously implemented ban on promoting products high in fat, sugar, or salt (HFSS) in prominent store locations, introduced in October 2023 under the former Conservative government, is now under threat.
Additionally, Labour has indicated that the long-delayed prohibition on multibuy offers such as “buy one get one free” (BOGOF) deals, which was scheduled to come into effect in October this year, will also be dropped.
Instead, the government has set out a new direction, signaling its intention to work alongside the food industry to develop a system of mandatory health-related targets that companies will be expected to meet.
These reforms were announced as part of Prime Minister Keir Starmer’s broader NHS plan, unveiled last Friday, which aims to overhaul the nation’s approach to obesity and preventative health.
As part of the plan, large food companies will be required to report on the healthiness of their sales under a new mandatory system.
The government has stated that businesses will retain the freedom to decide how they meet these new targets whether through reformulation of existing products, store layout adjustments, launching healthier product ranges, or modifying loyalty and customer incentive schemes.
A statement from the government confirmed, “The previous government legislated to introduce restrictions on the volume price promotions retailers can offer, including a ban on buy-one-get-one-free deals on unhealthy food. These measures will come into force on 1 October 2025.
"By introducing smarter regulation, focused on outcomes, we expect to be able to repeal legislation restricting volume price promotions and aisle placement.”
Further guidance on how the reporting system will function, particularly across varied food sectors, including the out-of-home category, is expected to be revealed in the coming months following consultations with the newly formed Food Strategy Advisory Board (FSAB).
The food industry has responded positively to the government's revised approach. IGD, which is acting as co-secretariat to the FSAB, described the new direction as a “real opportunity for the food industry to work differently with government (DHSC and Defra)” and expressed support for the collaborative model aimed at tackling obesity and consumption challenges.