Large supermarkets and online retailers alike will be affected by this change. However, small businesses will not have to adhere to the modified legislation.
This new regulation will also see a ban on unlimited refills of sugary drinks in restaurants and cafes. Drinks included in the ban are classic Coca Cola, hot chocolate, and mocha coffees.
The government have been considering this move for a few years now but claim the delay in action was due to the cost-of-living crisis. They cite their main motivation for the ban to be to tackle obesity – particularly childhood obesity.
"The government have been considering this move for a few years now but claim the delay in action was due to the cost-of-living crisis."
Alongside the ban of in-store promotions, the government plans to move the advertisement of unhealthy food and drink on TV until after the 9pm watershed in the coming months.
Currently, the new change in law is only coming into effect in England. It is expected that Scotland and Wales will imitate this new regulation in early 2026.