England Bans 'Buy One, Get One Free' on Unhealthy Food and Drinks to Tackle Obesity

England is officially banning "Buy One, Get One Free" deals on unhealthy food and drinks starting from Wednesday, as part of a wider effort to combat rising obesity rates. The ban affects supermarkets, larger high street shops, and online retailers, and it’s not just BOGOF deals getting the boot. Free refills of sugary drinks in restaurants and cafes are also off the table.

After years of the ban being delayed, mostly blamed on the cost-of-living crisis, ministers say the changes are overdue. As of 2024, about one in four adults and one in five children aged 10 to 11 are living with obesity. Among adults, the number is even higher: 64.5% are either overweight or obese, according to government data. The government estimates that banning junk food ads alone could help prevent around 20,000 cases of childhood obesity. “Obesity robs children of the best possible start in life, sets them up for a lifetime of health problems and costs the NHS billions,” said a spokesperson from the Department of Health and Social Care.

The idea of the ban is to stop pushing ultra-processed, calorie-dense food at the checkout and through multi-buy deals that tempt people into overbuying. Greg Fell, President of the Association of Public Health Directors, says these kinds of promotions “do not save people money – in fact, they encourage them to spend more,” adding that they’re “designed to encourage impulsive purchases and to normalise buying more and more frequently.”

Still, experts warn this isn’t a silver bullet. Nutritionist Rob Hobson says the ban is “a step in the right direction,” but pointed out that people often go for unhealthy food because it’s what they can afford. “The bigger drivers of poor diet like affordability of healthy food, the relentless marketing of ultra-processed products, and the way these foods dominate our environment all need addressing too.”

Some major retailers, including Tesco and Sainsbury’s, have already introduced similar restrictions on their own. Still, the British government has been accused of dragging its feet. Originally announced under Boris Johnson in 2021, the plan to ban junk food ads was delayed until 2025, with officials citing the cost-of-living crisis as the main reason. Wales is planning similar restrictions next year, and Scotland has said it will follow suit.