ACS is reminding retailers that from 1st October 2025, new regulations will take 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 will be banned, meaning affected retailers will 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. Retailers unsure of their status should consult their symbol group head office for guidance.
The restrictions apply to specific categories of prepacked food and drink, which are assessed using the government’s nutrient profiling model. Categories include:
- Breakfast cereals
- Yoghurts
- Cakes
- Ready meals
- Confectionery
- Soft drinks
Despite speculation in the Government’s Ten-Year Health Strategy about a possible repeal, the HFSS promotion restrictions are scheduled to go ahead as planned. Retailers should continue preparing to ensure compliance by the October deadline.
To support retailers with this transition, ACS Public Affairs Manager, Daniel Askew, has prepared a video covering the main areas of concern which can be viewed here.
ACS have also published a comprehensive Assured Advice guide. Retailers can find the guide and other helpful resources on the ACS HFSS Regulations page here.
