Junk food promotions in Britain's shops: what is already banned

Since autumn 2022, supermarkets in England can no longer place sweets, crisps and sugary drinks wherever they like, and since October 2025 multibuy-style offers on such foods are banned too. Here is what already applies, based on the government's own sources, and how it changes your weekly shop.

What is "less healthy food" and why limit it?

These are products high in fat, sugar and salt — known in official documents as HFSS. They include sugary soft drinks, confectionery, biscuits, cakes, crisps and savoury snacks, breakfast cereals, ice cream, puddings and many ready meals. The aim is to make shoppers less likely to pick these items up on impulse. The main law for England is the Food (Promotion and Placement) (England) Regulations 2021, and the limits are being brought in across three waves.

Where can shops no longer put these products?

At store entrances, checkouts and the ends of aisles — the prime spots where products catch your eye. This location restriction has applied in England since 1 October 2022. It covers not only shop shelves but their online equivalents, such as a shop's app home page and "recommended" areas. The products are not removed from sale; they simply cannot sit in the most prominent places.

What is the "buy one get one free" ban?

From 1 October 2025, less healthy products cannot be sold under volume price promotions — offers that push you to buy more, such as "buy one get one free", "3 for 2", free extra items, and free refills of sugary drinks. The difference matters: a shop can still simply lower the price of a single item, but it cannot reward you for buying a larger amount of such food. This date was moved more than once: it was first set for 2023, then pushed to 1 October 2025.

When are the advertising limits coming?

From 5 January 2026, UK-wide. From that day, adverts for less healthy food and drink are banned on television before the 9pm watershed and in paid online advertising. This date was also delayed — it had previously been planned for October 2025.

Does this apply to every shop?

No. The rules are aimed mainly at larger retailers and bigger stores. Small businesses and small specialist shops are outside part of the rules. That is why the changes are more visible in a large chain supermarket than in a small corner shop.

What does it mean for you?

In practice you will see fewer tempting "stock up" offers on sweet, salty and fatty foods, and checkouts and entrances are more likely to hold water, nuts or fruit than chocolate. It does not make these products more expensive in themselves — the law limits placement and promotions, not the price of a single pack. If a shop still puts such items by the till or runs a "buy one get one free" on them, that breaches the England rules, which local Trading Standards enforce. ONLYWAY NEWS will keep watching how the new rules settle in.