The HFSS/less healthy food regulation developments continue at pace.  Research shows up to 83% of purchases made on promotion are impulse buys. And almost half of food and drink products in prominent store locations promote sugary foods and drinks.

The Food (Promotion and Presentation) (Wales) Regulations 2025 have been made. They follow a consultation last year, and they will introduce new rules in Wales that restrict price and location promotions of specific categories of pre-packed products high in fat, sugar and salt.

The Regulations largely mirror the food promotion rules in England, which are partly in force already, and the rest come into force in October this year. 

They restrict in-scope businesses from:

• Offering for sale specific HFSS foods as part of a volume price promotion (for example, "buy one get one free" or "3 for 2") either in-store or online.
• Placing HFSS foods in prominent locations in-store, including at store entrances, designated queuing areas, aisle ends and checkouts. There are specific exceptions for smaller stores or those that sell only one category of HFSS product.
• Promoting HFSS foods in certain locations online, including on home pages, while a consumer is searching for products other than HFSS foods (subject to exceptions), on a pop-up page or on shopping basket or checkout pages.
• Offering free in-store refills of certain non-pre-packaged sugar-sweetened drinks.

The restrictions do not apply to businesses with fewer than 50 employees, care homes or educational institutions. Restaurants do not come within the scope of the volume and location restrictions.

The new restrictions will apply from 26 March 2026.  This allows for a 12-month implementation period. The Welsh Government plans to publish supporting guidance in due course.

Last year the Scottish government also consulted on introducing restrictions on promotions for HFSS foods, and we are waiting for the outcome of that consultation.