Despite the UK government’s decision to delay a ban on buy-one-get-one-free deals for unhealthy snacks, the UK will continue to be one of the most rigorous countries when it comes to the marketing of unhealthy foods, especially when it comes to marketing them to children, says GlobalData, a leading data and analytics company.

Amira Freyer-Elgendy, Food & Grocery Analyst at GlobalData, comments: “The UK became the first country to completely ban high in saturated fat, salt and sugar (HFSS) advertising during kid’s TV programs aimed at 4-9-year-olds in 2007 before extending the rules to programmes aimed at 4-15 year olds in 2008. It was a trailblazer in that regard and has continued to be one of the strictest countries when it comes to how unhealthy foods are marketed.”

GlobalData’s latest report, ‘New Food Marketing Regulations – Thematic Research’, reveals that age restrictions are likely to inch higher as governments try to protect wider age ranges globally.

Freyer-Elgendy continues: “Although very few global HFSS regulations target under 18-year-olds, we can expect regulation to potentially encompass this age range. The World Health Organization has called for adequate protection of adolescents who are impulsive and likely more susceptible to emotional advertising.

“However, there are hurdles that make regulation implementation harder. For example, the cost-of-living crisis has tightened shopper’s budgets and has resulted in the UK delaying the buy-one-get-one-free ban until October 2023.”

Buy-one-get-one-free and 3 for 2 deals are considered a key shopping strategy for many shoppers who are trying to save money. The regulation affects shoppers and retailers alike. Convenience stores owners are especially nervous about this, as crisps, ice cream, confectionery and soft drinks are key impulse categories for them.

Freyer-Elgendy adds: “Retailers are in a legislative limbo at the moment and can choose whether or not to comply, and thus potentially cause target audiences to splinter off into either value or health-driven demographics. Some retailers such as Tesco and Sainsbury’s are implementing it, while Morrisons will continue offering multibuy deals for HFSS products until the ban comes into play next year.

“Value-driven shoppers may prefer to visit those retailers resisting the looming ban, while health-driven consumers will seek out shops that align with their values and are making proactive steps towards restricting HFSS products.”