Restricting promotions of products high in fat, sugar and salt by location and by price

Closed 6 Apr 2019

Opened 12 Jan 2019


Currently, nearly one in four children in England are obese or overweight by the time they start primary school, and this rises to one in three by the time they leave primary school.  Obese children are more likely to become obese adults, and obesity in adulthood increases an individual’s risk of developing type 2 diabetes, heart disease, fatty liver disease and a number of cancers.

We know that it is regular overconsumption of a relatively small number of calories that leads to individuals becoming overweight or obese.

Research tells us that promotions in stores are effective at influencing food preferences and purchases. Price promotions increase the amount of food and drink people buy by around 20%. The location of products inside the stores also plays an important role and can lead to pester power towards parents to buy sugary and fatty products.

Our aim is to reduce excessive eating and drinking of HFSS products that can lead to children becoming overweight and obese. We also want businesses to promote healthier food and drink, to help people make healthier choices.

This is why we intend to introduce legislation to restrict promotions of products high in fat, sugar or salt (HFSS) by location and by price in retailers that sell food and drink.

This proposal was set out in Childhood obesity: a plan for action, chapter 2.

Why We Are Consulting

This consultation asks what you think about:

  1. restricting volume-based price promotions of HFSS food and drink that encourage people to buy more than they need, for example, ‘buy one, get one free’ and free refills of sugary soft drinks
  2. restricting the placement of HFSS food and drink at main selling locations in stores, such as checkouts, aisle ends and store entrances

This consultation also seeks your views on:

  • which businesses, products and types of promotions should be included in the restrictions
  • definitions for HFSS products, price promotions and locations in stores
  • how businesses can put this into practice and whether they will face any difficulties


  • Voluntary groups
  • Community groups
  • Charities
  • Civil society
  • Advocacy or support organisations
  • Visual impairment
  • GPs
  • Nurses
  • Health visitors
  • Clinicians
  • Managers
  • Commissioners
  • Directors of Public Health
  • Pharmacists
  • Doctors
  • Midwives
  • Healthcare scientists
  • Paramedics
  • Dentists
  • Art therapists
  • Dramatherapists
  • Music therapists
  • Chiropodists/ podiatrists
  • Dieticians
  • Occupational therapists
  • Orthotists
  • Orthopists
  • Prosthetists
  • Physiotherapists
  • Diagnostic radiographers
  • Therapeutic radiographers
  • Speech and language therapists
  • Childcare providers
  • Allied Health Professionals
  • Care-Givers
  • Ophthalmic Practitioners
  • Responsible Officers
  • Chiropractors
  • Dental Specialist
  • Medical practitioners
  • Chiropodists
  • Podiatrists
  • Osteopaths
  • NHS staff
  • Employers
  • Providers of NHS clinical services
  • Foundation Trusts
  • NHS Commissioning Board
  • Tribunal Service
  • Clinical Commissioning Groups
  • NHS quality improvement leads
  • NHS patient experience leads
  • NHS patient safety leads
  • clinical staff
  • patient groups and patient advocates
  • Regulatory body
  • Academic/ Professional institution
  • Employer representatives
  • Employee representatives
  • Trade union
  • Deaneries
  • Higher Education institutions
  • Royal Colleges
  • Life sciences industry
  • Local authority
  • Social care provider
  • Directors of Adult Social Care Services
  • Members of the public
  • Patients
  • individuals and families with experience of clinical investigations
  • Patients
  • Carers
  • Service users
  • Retailers
  • Suppliers
  • Information providers
  • Information professionals
  • Informatics professionals
  • NHS Trust CEs
  • Directors of PH
  • Local Authority CEs
  • Businesses
  • Public Health Organisations
  • Academics
  • Members of the Public
  • Allied Health Professionals
  • Childcare providers
  • Early years settings


  • Nutrition
  • Children's health and development
  • Physical health
  • Health inequalities
  • Obesity
  • Public health
  • Health improvement
  • Well-being
  • Prevention