Government has scrapped its advertising ban on foods high in fat, sugar and salt (HFSS) as part of its 10-year plan.
In its 10 Year Health Plan for England, Government outlined that the ban would still come into force on 1st October 2025 but expects to repeal it at a later date.
The ban was originally delayed until 2022, before being continually delayed until October 2025.
Government went on to state that by “introducing smarter regulation, focused on outcomes, we expect to be able to repeal legislation restricting volume price promotions and aisle placement”.
The ban will restrict so-called “junk food” from being advertised between 5:30am and 9pm. Parliamentary Under-Secretary of State for Public Health and Prevention Andrew Gwynne MP previously said this would “help protect children from being exposed to advertising of less healthy food and drinks, which evidence shows influences their dietary preferences from a young age.”
Before it is repealed, the HFSS ad ban will also restrict volume price promotions such as buy-one-get-one-free deals within UK supermarkets.
Government to monitor supermarket food sales
The repeal of the ban comes as Government also revealed it would make “healthy food reporting” mandatory in supermarkets in order to “tackle the obesity epidemic”.
Large retailers will be set goals to increase the healthiness of the average customers’ shopping baskets, with Environment Secretary Steve Reed claiming that the plan would bring together food producers and retailers.
A spokesperson for the Association of Independent Meat Suppliers (AIMS) commented: “We welcome the news that the Government are expected to repeal the regulations on promotions of HFSS foods in prominent locations in store as well as the proposed ban on multibuys such as BOGOFs.
“However, whilst these proposals may benefit cash strapped consumers the move towards ‘smarter regulation' in respect of food businesses having to provide mandatory reports on the health of products represents yet another regulatory burden on manufacturers, the cost for which will have to be picked up in the supply chain."
