UK bans “buy one get one free” junk food deals to fight obesity

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England’s supermarkets and retailers can no longer offer “buy one get one free” or multi-buy promotions on unhealthy food, as new anti-obesity rules came into force on October 1. The ban applies to supermarkets, high street shops, and online retailers, with restaurants and cafes also barred from offering free refills of sugary drinks.

The restrictions cover foods high in fat, salt, or sugar, including crisps, chocolate, ice creams, cakes, full-sugar fizzy drinks, and some pizzas and processed products. The move follows years of policy debate, delayed earlier due to the cost-of-living crisis.

From January 2026, the ban will extend to junk food advertising on TV before 9pm and across online platforms targeting children. The Department of Health and Social Care 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.”

According to NHS data, one in four UK adults and one in five children aged 10–11 are obese, raising risks of type 2 diabetes, heart disease, and cancer. Obesity-related conditions are estimated to cost the NHS more than £11 billion annually.

The government projects the ad ban could prevent 20,000 cases of childhood obesity. Nutritionist Rob Hobson welcomed the move as “a step in the right direction,” though critics argue it will have limited impact without broader access to affordable healthy food.

The policy reflects a shift toward prevention-led healthcare, aiming to tackle one of the UK’s biggest public health challenges by curbing both availability and promotion of junk food.