Expert comment: Professor Thijs van Rens comments on new restrictions on promotion of less healthy food and drink

Expert comment: Professor Thijs van Rens comments on new restrictions on promotion of less healthy food and drink

Rules banning multibuy dealsLink opens in a new window on foods and drinks high in fat, salt, or sugar – including buy one get one free (BOGOF) deals come into force today after long delays, with TV advertising restrictions to follow in the New YearLink opens in a new window.

Professor Thijs van Rens, an expert in the economics of food, health and environment, comments:

“It’s about time! Persuading the previous government to restrict the promotion of less-healthy foods (LHF) to consumers was one of the most significant achievements of public health experts and NGOs years ago.

“The law on multibuy promotions was changed in 2021 but industry managed to stall its implementation ever since – and even now TV advertising restrictions aren’t coming into force for another three months.

“The evidence is very clear on the effect of advertising on dietary choices and health outcomes, particularly for kids. We won't solve the obesity epidemic and the NHS crisis with marketing restrictions alone, but we won't be able to address the problem without them.

“To be effective, the rules must ban all or most forms of advertising for very unhealthy foods, including online and brand advertising.

“Restricting promotions for LHF is another potentially effective measure to reduce sales and consumption of these foods. However, it is less clear that a ban only on volume-based promotions (like BOGOF) is the right way to go about this.

“Unfortunately, there is little evidence on the difference in effect between different types of promotions, but my own research in progress shows that when retailers limit volume-based promotions, they simultaneously increase price-based promotions. This evidence is based on comparing Sainsbury's, which voluntarily committed to not use volume-based promotions in 2016, to other supermarkets over the same time period. We find that there is little effect on overall sales.

“In summary, this is a good and long-overdue step in the right direction, which we should celebrate. But we are still far from where we need to be.”

ENDS

· Multibuy restrictions: The Food (Promotion and Placement) (England) Regulations 2021, coming into force today: https://www.legislation.gov.uk/uksi/2021/1368/made

· TV advertising restrictions, coming into force on 5 January 2026: https://www.legislation.gov.uk/uksi/2024/1266/contents/made