The Welsh Government has decided to restrict the way foods high in fat, sugar or salt (HFSS) can be promoted.
The new law will be introduced in 2024 and will be rolled out across Wales by 2025. Restrictions on multi-buy promotions, meal deals and temporary price promotions would not entirely ban meal deals, they would restrict the “unhealthiest” product.
According to the Welsh Government, generally, HFSS foods are more heavily promoted, encouraging impulse buys and causing the consumer to spend more money on food than they need to.
Over 60% of adults in Wales are above a healthy weight, and over a quarter of children are overweight or obese by the time they start school. This can have a significant on peoples’ health, with levels of obesity related diseases such as type 2 diabetes at record level in Wales.
Public Health Wales recent Time To Talk Public Health survey showed strong public support for Government action to make our food healthier, with 57% of people agreed that Governments should use financial tools like taxes to reduce HFSS foods and 84% of respondents said they intend to take action within the next 12 months to achieve or maintain a healthy weight.
Welsh Government said that the legislation won’t apply to all HFSS products, it will focus on the food and drink that “contribute most to obesity.” It hopes that these changes will promote healthier eating.
Government will also work closely with the food industry to provide guidance and support them to reformulate products to reduce HFSS levels. To make it easier for the food industry to operate across borders, products which fall under the new legislation will aim to align with the same products included within England’s legislation.
Evidence is still being considered on other proposals consulted on at the same time, including evidence in out of home settings, such as calorie labelling and on ending the sale of energy drinks to children under 16.
A different ‘normal’
The Deputy Minister for Mental Health and Wellbeing, Lynne Neagle said: “This legislation will take forward our commitment to improve diets and help prevent obesity in Wales. Whilst similar legislation is also being introduced in England, I am minded to include temporary price reductions and meal deals within our restrictions.
“We will not be banning any product or type of promotion, our aim is to rebalance our food environments towards healthier products, so that the healthy choice becomes the easy choice.
“This is an important part of the jigsaw as part of our Healthy Weight: Healthy Wales strategy as part of a multi-component approach. Our next generation deserve a different ‘normal’ where healthier foods are more available, affordable and appealing, and HFSS foods are not a core part of our diet. Our current and future generations deserve better.”
A consultation on enforcement measures will be taken forward later this year.
