The FDF believes food and drink promotions bring varied and significant benefits to consumers, retailers and manufacturers. The benefits to consumers are significant; they reduce the cost of food and enable new innovations and brands to be brought to the market.

We do not believe that bans on promotion of certain food and drinks should be introduced. There is very limited evidence to suggest that this would help to reduce childhood obesity.

Promotional restrictions would limit companies’ ability to bring reformulated and smaller portioned products to the market. This will pose a real threat to companies trying to launch healthier products in line with Government reformulation programmes.

The FDF continues to engage with Government to highlight concerns and seek clarity on the HFSS promotional restrictions that will come into force in England in October 2022.  There will be consultations on equivalent measures in Scotland and in Wales later in 2022.

Advertising and promotions regulations

New Advertising and Promotions Regulations for food and drink high in fat, salt and sugar – What you need to know. A summary of the forthcoming regulations, pinpointing scope, timings and how FDF can support your business.

View document


Supporting Effective Implementation of UK HFSS Promotion and Placement Regulations Conference

The University of Southampton is hosting a free virtual conference covering implementation and enforcement factors related to the HFSS Promotion and Placement legislation.

This will be held on 10th May and you can register here.

To see full details of the speakers and topics that will be covered, please view this flyer.

DHSC publish guidance on Restricting promotions of products high in fat, sugar or salt by location and by volume price

The Department of Health and Social Care (DHSC) has published the guidance on Restricting promotions of products high in fat, sugar or salt by location and by volume price, that come into force from 1st October 2022. The purpose of the guidance document will be to help illustrate how the provisions of the regulations work and should be applied.


UK chosen to lead new Sugar and Calorie Reduction Network

The World Health Organisation (WHO) has chosen the UK to lead a new Sugar and Calorie Reduction network to take global action on sugar and calorie reduction. The Chief Medical Officer (CMO), Chris Whitty, announced the formation of the network. The UK has seen good progress in sugar reduction and will be using its world-leading expertise in domestic sugar and calorie reduction to support European countries.

The new network’s member states will share learning and technical expertise to encourage manufacturers to reformulate products, reducing the amount of sugar and calories in food and drink. The WHO Sugar and Calorie Reduction Network will launch in spring 2022. Find out more

Government publish response and enforcement consultation on HFSS promotional restrictions

The Department of Health and Social Care has published the consultation outcome for restricting promotions of HFSS food and drink. This confirms the Government intention to bring forward the proposed restrictions on promotion of HFSS products. The intention is to lay legislation by mid-2021.

DHSC also launched a consultation seeking views from businesses and enforcement bodies on the enforcement of restriction on HFSS product promotions. The consultation closes on 22 February 2021.

If members have any initial comments, please email these to

FDF respond to government consultation on banning online HFSS advertising

On 10 November 2020, the Department for Digital, Culture, Media & Sport (DCMS) and Department of Health & Social Care (DHSC) launched a consultation on a total ban on HFSS advertising online. The scope of the restrictions includes company websites and company social media channels, but there are exemptions for provision of factual information, business to business advertising and for the purposes of online sales.

At the time the consultation was launched, Government also reiterated its commitment to introduce a 9pm watershed for HFSS adverting on TV.

The consultation closed on 22 December 2020. FDF’s response can be viewed here.


Government delays volume promotions and advertising ban

The Government is to delay a ban on multi-buy promotions and advertising on food and drink products for 12 months due to the “unprecedented” squeeze on living standards.

Read more

The FDF responds to HFSS promotion restrictions guidance

The government has introduced new guidance on High in Fat, Salt and Sugar (HFSS) food including restrictions on volume offers and new rules on placement and promotion.

Read more

Food price rises 'inevitable' as sanctions bite

UK consumers will face even higher bills and potential shortages unless ministers help the food and drink industry control costs.

Read more

Receive updates on this topic

Want to keep up to date on this topic?

You can receive email updates on this topic by registering for an FDF account. 

You can edit your preferences so that you receive updates on the topics and the type of information you are interested in. 


Interested in becoming a member?

FDF members have access to a range of benefits to grow, protect and strengthen their business.

Gain an advantage, join FDF today.


Check to see if your company is already a member

How we can help your business

Report: Celebrating Food and Nutrition

07 April 2022

The Food and Drink Federation has published its 'Celebrating Food and Nutrition' report, showcasing the work of UK food and drink manufacturers to support the nation's health by improving the nutritional status of their products and offering consumers a wide variety of options to support sustainable, balanced diets.

Read more

Related topics

content image

Diet and health

Scottish food and drink producers are playing a key role in enabling consumers to achieve a healthy balanced diet. Our Reformulation team is helping small to medium sized food companies to make their food healthier.

diet and health

Food and drink advertising

There are strict UK advertising codes, but tighter restrictions are proposed. We explain why a 9pm watershed is unlikely to affect obesity.

content image

Reformulation and portion size

Reformulation, new product development and portion sizing are key actions for food and drink manufactures in the fight against obesity.