Journal Article

OP40 The food (promotion and placement) regulations begin to shift the onus for healthier choices from individuals to businesses: in-depth perspectives from health experts

Baird, Janis, Roe, Emma, Bird, Amelia, Vogel, Christina, Muir, Sarah, Lawrence, Wendy, Dhuria Preeti

2025

Overview

BackgroundIntense marketing strategies used in retail settings in the United Kingdom promote the purchase and consumption of less-healthy foods that are associated with ill-health. To help address this issue, the Food (Promotion and Placement) regulations were introduced in England from October 2022, banning the placement of foods high in fat, sugar or salt (HFSS) at check-outs, aisle-ends, and entrances in qualifying retail outlets. Ahead of their introduction, we examined health experts’ perspectives on the likely efficacy of the regulations and identified strategies to enhance their impact.MethodsThis cross-sectional qualitative study used semi-structured interviews and focus groups (MS Teams, October 2021–March 2022) to collect data from health experts. Three researchers inductively coded and analysed the data, with input from senior colleagues, using Braun and Clarke’s reflexive thematic analysis.ResultsParticipants (n=28) included public health and food policy academics (n=9) and experts (n=19) from Civil Society Organisations. The regulations were perceived as a major policy innovation, acknowledging businesses’ role in driving poor dietary choices but concerns were raised about the use of outdated nutrition profiling model, limited scope of the restrictions, and inadequate enforcement. Participants were apprehensive about the potential for disproportionate impacts on smaller businesses and certain consumer groups. To enhance the impact of regulations, they recommended funding independent and diverse evaluations, mandating business sales data reporting, and strengthening enforcement efforts at both local and national levels. To improve the regulations’ effectiveness, they also suggested establishing mechanisms to refine regulatory guidance, and introducing complementary policies within the food system.DiscussionCurrent regulations may worsen inequalities among vulnerable populations relying on exempt smaller stores while facing associated health risks. Our findings emphasise the need for a comprehensive strategy to support healthier retailing in smaller stores. To maximise health benefits, the updated 2018 NPM should be adopted, and regulations expanded to all HFSS foods. Sustained funding is crucial for long-term monitoring and a systems-based evaluation of the regulations. Conducted amid UK obesity policy reforms, this study provides key evidence on regulatory effectiveness and areas for refinement as new data emerges.The regulations represent a significant effort to curb the promotion of unhealthy foods in retail environments but will be insufficient on their own to improve population diet. The regulations must be part of a comprehensive set of policies across various sectors, including manufacturing, and retail, to accelerate food system transformation to address the key drivers of diet-related ill-health.

• Publisher: BMJ Publishing Group LTD
• Subject: At risk populations / Consumer groups / Diet / Enforcement / Food / Food consumption / Food systems / Health risks / Public health / Qualitative research