ACS is reminding retailers that from today (1st October 2025), new regulations have taken effect in England to restrict the promotion of products high in fat, salt, and sugar (HFSS).

Under the new rules, volume-based promotions on HFSS products have been banned, meaning affected retailers are no longer be able to display the following promotions:

• Multi-buy offers like “3 for £10”
• Free product deals such as “Buy One Get One Free” (BOGOF) or “50% extra free”
• Loyalty point incentives linked to HFSS items
• Promotions on party-style platters containing HFSS products

Meal deals’ and pre-packaged multipack offers will still be allowed under the legislation.

The regulations apply to businesses with 50 or more employees, regardless of store floor space size. Symbol group and franchise retailers may fall within scope, depending on how staffing and operations are structured.

As part of a set of new frequently asked questions for retailers ahead of the introduction of the regulations, ACS has set out more detail on the question of symbol/franchise inclusion. The main advice to retailers on determining whether their store is affected will depend on whether the contract with a symbol group meets the definition of a “franchise agreement”. 

To support retailers with the transition to the new regulations, ACS Public Affairs Manager, Daniel Askew, has prepared a video covering the main areas of concern which can be viewed here. 

Retailers are also encouraged to use our comprehensive Assured Advice guide on HFSS rules. The guide and other helpful resources are available on the ACS HFSS Regulations page here.