The Welsh Government has published its consultation response on draft HFSS regulations, confirming its intention to bring the rules into force from Spring 2026.
ACS has welcomed the announcement, which means that retailers will have at least 12 months to prepare for the introduction of the rules, subject to approval in the Senedd.
The draft regulations, which closely follow those already in place in England, will introduce the following measures:
- For retailers with more than 50 employees: Restrictions on the promotions of multibuys (for example 3 for 2) and additional volume (for example 50% extra free) of HFSS products
- For retailers with more than 50 employees and relevant floor space over 2000 sq ft: Restrictions on the placement of HFSS products at the end of aisles, within 2m of checkouts and queueing areas, and near the entrance of a store (dependent on store size)
As part of the announcement, the Welsh Government have committed to publishing comprehensive guidance on the regulations, which will be made available to businesses and enforcement bodies ahead of the regulations coming into force.
ACS chief executive James Lowman said: “We welcome the Welsh Government’s timetable for the introduction of HFSS measures to give retailers enough notice to make changes to their businesses. The experience of the introduction of similar regulations in England has taught us that clear, detailed guidance is crucial in ensuring compliance and avoiding confusion for colleagues, customers, and retailers alike.”
ACS Assured Advice on HFSS restrictions already in place in England is available here: https://www.acs.org.uk/advice/hfss-regulations
