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MSs back ‘buy-one-get-one-free’ ban amid obesity crisis

25 Mar 2025 5 minute read
Health Secretary Jeremy Miles

Chris Haines, ICNN Senedd reporter

The Senedd narrowly backed plans to ban offers on unhealthy food and drinks including “buy-one-get-one-free” deals in an effort to tackle high rates of obesity.

Senedd members voted 25-24 in favour of restricting the promotion and presentation of high fat, sugar and salt products in bigger retailers, with 50 or more employees.

Small businesses will be exempt but the restrictions will apply to shops that are part of a bigger chain of 10 or more stores, such as Tesco Express.

The regulations, which will come into force in March 2026, will restrict the promotion of unhealthy foods at store entrances, aisle ends, checkouts and on websites.

So-called volume price restrictions will prevent retailers from offering promotions such as meal deals or “three for two” offers on high fat, sugar and salt products.

‘£5bn benefits’

Free refill promotions on sugary drinks – offered by the likes of Five Guys, Harvester and Nando’s – will also become a thing of the past.

Around 60% of adults in Wales are overweight or obese, according to latest statistics, and nearly a quarter of children are overweight or obese by the time they start school.

Impact assessments estimate the total costs of the reforms to government and industry at £432m compared with total benefits of £5.37bn including savings in the NHS.

Retailers stand to lose profits of approximately £260m, with food manufacturers missing out on £167m, over the next 25 years, according to the Welsh Government’s estimates.

Under the regulations, trading standards officers will issue improvement notices to retailers and non-compliance will be an offence subject to a £2,500 fixed penalty.

‘First step’

The reforms will apply to more than 2,000 stores, according to the impact assessments, and broadly align Wales with reforms in England.

Leading a debate on the regulations on March 25, health secretary Jeremy Miles told the Senedd: “Obesity is one of the main risks to our health in Wales.

“This is the main cause of many serious conditions, including type-two diabetes, cardiovascular disease and certain types of cancer. There is also a link with orthopaedic problems, poor mental health and depression.

“The evidence shows the environment we shop in has a great influence on our food choices. The strategy for promotion used by the food industry has an influence on what we eat.”

Mr Miles added: “Building a sustainable health system starts with supporting people to live healthier lives, free from disease or disability. These regulations are a positive first step in embedding preventative measures in our food system.”

‘Sledgehammer’

James Evans, the Conservatives’ shadow health secretary, supported the goal of tackling obesity but opposed the Welsh Government’s approach.

“Obesity is a real and growing issue – no one denies that,” he said. “But the regulations being proposed by the government are not the solution.

“They represent a heavy-handed, top down approach and risk creating unintended consequences, particularly for those families who are already struggling.”

Mr Evans told the Senedd: “We need to support people to make better choices, not take choices away … whether it’s improving cooking skills, expanding access to fresh produce or making healthy food more affordable.”

Stressing the importance of choice and personal responsibility, the Tory described the regulations as akin to using a sledgehammer to crack a nut.

‘Entirely inadequate’

He added: “We can … and must do more to address obesity but we must do it in a way that supports people and takes people along that journey – not a way that punishes people…. We need a system that listens to people … not lectures them.”

Mabon ap Gwynfor, Plaid Cymru’s shadow health secretary, warned obesity places “huge pressures” on health and care services, leading to the suffering of far too many people.

Mr ap Gwynfor accused Welsh ministers of proposing “half a solution”. “The stick is useful,” he said. “But you need the carrot too. The regulations therefore are entirely inadequate.”

He said: “There is nothing before us in the regulations to make healthy food cheaper but, more importantly, the government has failed to increase the preventative budget.”

Mr ap Gwynfor raised concerns about only 15 minutes being allocated to the debate, saying the Senedd’s health committee had no opportunity to scrutinise the regulations.

‘Misleading’

The Plaid Cymru politician accused ministers of failing to frame the debate and losing public support as a result, warning of little detail on how the policy will be implemented.

He said: “I’m afraid people will see this as nothing more than the government here once again preventing people from doing things. That’s what the public perception will be.”

He urged the Welsh Government to withdraw the regulations.

Rejecting “misleading” suggestions of a lack of public involvement, Mr Miles said the proposals had been subject to two full 12-week consultations.

The health secretary also hit back at the Conservatives for again “agreeing with the principle but refusing to follow through on the practical steps required”.


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15 Comments
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Why vote
Why vote
25 days ago

Wrap us up in cotton wool and make everything illegal then give us a big fine for not following your rules, makes sence.

Adrian
Adrian
25 days ago

The hubris of these people is staggering. Where on earth do career politicians, many of whom have never worked outside politics or the public sector, get the idea that they know better than us how we should be living our lives?

lufccymru
lufccymru
25 days ago
Reply to  Adrian

Doctors do know better than most on how to live a healthy life. Statisticians & economists know better than most how obesity is affecting our NHS financially and thus the efficiency of our taxes. If the majority of people knew better than others how to live their lives then there wouldn’t be an obesity crisis would there.

Bert
Bert
25 days ago
Reply to  Adrian

Are you in favour of legalising class A drugs?

Jeff
Jeff
25 days ago

Bogof deals on crisps and chocolates and other unhealthy meals and bogof on fruit and salad instead then? What is not to like. Advertisers dream for the former.

You can still buy the unhealthy foods, it is just normal price and the supermarkets will have to rip you off another way.

hdavies15
hdavies15
25 days ago
Reply to  Jeff

Why not ? Maybe BOGOF should be allowed only where the products satisfy certain tests regarding ingredients/content – sugar, salt, E numbers, emulsifiers, preservatives etc, etc. I suspect that it’s the junk food that usually attracts these deals.

Ian
Ian
25 days ago

Welcome to Labour Wales in 2025, where your “government” now decides what you can eat.

Jeff
Jeff
25 days ago
Reply to  Ian

They have not stopped you eating unhealthy food.

Ian
Ian
25 days ago
Reply to  Jeff

They have no right to tell anyone what to eat.

Bert
Bert
25 days ago
Reply to  Ian

They are not telling you what to eat. They are telling corporates to stop subsidising and aggressively promoting unhealthy food. You are still free to walk to the right isle and pay a fair price for your favourite heart stopping treats.

Geraint
Geraint
25 days ago

I my opinion most reasonable people see obesity as a huge problem with the stretched Welsh NHS having to pick up the tab and Welsh citizens having to deal with over long waiting lists. Actions that can address this should be welcomed but as with the successful 20 mph speed limit in built up areas if it is not implemented in a well thought out way public support can be lost.

Garycymru
Garycymru
25 days ago

Excellent news, could we now also have healthy alternatives made more available and affordable, and the various youth sports groups and clubs reopened so that this generation don’t end up dead before their time??

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