Welsh Government Plans to Ban Promotion of Unhealthy Products Near Shop Tills
The Welsh Government is taking steps to combat rising obesity levels by introducing regulations that could ban the promotion of certain unhealthy food and drinks close to tills in medium to large stores. The move comes amidst concerns that the positioning of these items near checkouts contributes to impulse purchases and unhealthy eating habits.
Under the proposed regulations, expected to be implemented in 2026 pending approval by the Senedd, products high in fat, salt, and sugar will not be allowed to be marketed within a two-metre radius of tills or queueing areas. The restrictions will apply to businesses with 50 or more employees, and will also include limitations on the promotion of unhealthy items at store entrances and aisle ends. Additionally, medium to large retailers will be prohibited from offering buy-one-get-one-free deals on unhealthy products, and free refills on sugary drinks in restaurants and takeaways will be banned.
To determine which products are included in the ban, a two-stage test will be applied. Firstly, items must fall into categories based on criteria such as calorie content and sugar levels. Subsequently, a nutrient profiling model will be used to assess the products. If a food scores four or more points, or if a drink scores one or more points, they will not be allowed to be promoted near tills. Some of the products that will be subject to restrictions include soft drinks, chocolate confectionery, cakes, crisps, and ready meals.
According to the Food (Promotion and Presentation) (Wales) Regulations 2025, marketing strategies in stores significantly influence consumer purchases, with 40% of food and drink sales in the UK being attributed to promotions. The regulations also highlight the appeal of drink refills as a cost-effective option, potentially encouraging excessive consumption.
Health Minister Jeremy Miles emphasised the importance of creating a healthier food environment to address Wales’ obesity crisis. With 60% of adults in Wales being overweight or obese, and nearly a quarter of children entering school already overweight, the need for action is evident. The regulations aim to make healthier choices more accessible and visible to consumers, ultimately promoting positive dietary changes and lifestyles.
Dr. Julie Bishop from Public Health Wales expressed support for the proposed regulations, citing research that demonstrates how food presentation impacts consumer choices. By empowering customers to make healthier decisions, the legislation seeks to balance the playing field between consumers and retailers. While the regulations will be enforced by local councils, non-compliance may result in penalties up to £2,500.
The Welsh Government anticipates that councils will need to conduct approximately 2,608 visits per year to ensure adherence to the new rules. By addressing the influence of marketing and promotions on consumer behaviour, the government aims to create a healthier retail environment that supports individuals in making informed choices for a better future.