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HFSS Regulations

In October 2022, the Government is planning to introduce new regulations that will affect thousands of retailers. The intention of The Food (Promotion and Placement) (England) Regulations 2021 is to: 

a) reduce the availability of products high in fat, salt and sugar (HFSS) bought through “volume promotions” like ‘buy one get one free’ offers, and

b) to restrict the placement of HFSS product categories in high footfall areas of an affected store, like checkouts, end-of-aisle units, store entrances, and designated queueing areas.

Download the HFSS Guide

Convenience retailers’ obligations under these regulations depend on the number of employees in their business and the size of their selling space in store(s). ACS’ Assured Advice guide will help convenience retailers to understand:

  • Which convenience retailers are impacted by the regulations.
  • What volume promotions you can and cannot run on HFSS products.
  • Where in your store you can and cannot display HFSS products.
  • What area of your website and online platforms are affected.
  • How you can determine if a product is HFSS.
  • How the regulations will be enforced


In the months leading up to the regulations coming into force, and beyond the implementation date, it is likely that there will be more questions about the detail of the regulations and how they're applied in store. If you have a question about the regulations that is not covered by the guidance, please get in touch with us at and we will look to see if the answer can be Assured as part of our partnership with Surrey and Buckinghamshire Trading Standards. 

Assured Answers will be posted here in due course. 

Download the HFSS Guide