England has implemented a ban on promotional offers for unhealthy food and beverages from today, which will see supermarkets, major high street retailers and online shops banned from offering multibuy deals on products deemed harmful to health.
The restrictions have faced delays over a number of economic concerns, making up the Government's latest attempt to tackle rising obesity levels.
Restaurants and cafes must also cease unlimited refill promotions for specific beverages under the new regulations that took effect this Wednesday.
Restaurants and cafes will axe their unlimited refill promotion
| GETTYThe Government has established a classification framework targeting products believed to significantly contribute to childhood obesity.
Such a framework is to encompass sugary beverages like cola and lemonade, as well as foods ranging from confectionery and crisps to ice cream, baked goods, fish fingers and certain pizzas.
A Department of Health and Social Care spokesman described the measures as a "crucial step" towards ensuring children have a healthy beginning in life.
He said: "Obesity robs children of the best possible start in life, sets them up for a lifetime of health problems and costs the NHS billions."
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The British Retail Consortium's Andrea Martinez-Inchausti said that most members have already implemented compliance measures, assuring: "There will not be a big change for them."
Major chains, including Sainsbury's and Tesco, had previously adopted voluntary restrictions.
Meanwhile, the president of the Association of Public Health Directors, Greg Fell, welcomed the long-delayed measures, although he cautioned against viewing them as a "silver bullet", arguing: "Multi-buy promotions do not save people money; in fact, they encourage them to spend more."
Research from the University of Leeds examining 2022's location-based restrictions showed a modest decrease in unhealthy product sales, from 20 to 19 per 100 items sold.
Sainsbury's has already implemented voluntary restrictions
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Similarly, television advertisements for products high in sugar, salt and fat will face restrictions from January, with broadcasts prohibited before 9pm.
Online advertising for these items will be completely banned from the same date. The measures were initially announced by Boris Johnson's Government in 2021 but were delayed until 2025 due to cost-of-living concerns.
Wales plans to introduce comparable restrictions next year, while Scotland has confirmed intentions to implement similar measures.
Mr Fell stressed that further action remains necessary, particularly regarding sponsorship of sporting events and improvements to school food quality, to fulfil manifesto commitments on ending junk food marketing to children.