People in Northern Ireland are being asked for their views on proposals that could end multibuy offers on certain food products deemed unhealthy. The Department of Health (DoH) and Food Standards Agency (FSA) launched a consultation on Monday as they consider measures already in place in England and Wales, and due to come into effect in Scotland in October.
The DoH said obesity is one of the biggest public health challenges facing Northern Ireland, with 65% of adults living with obesity or excess weight. Alongside a ban on price-based promotions, the proposals could also restrict where these products can be placed in supermarkets and online stores, and limit free refills of sugar-sweetened soft drinks.
According to the DoH, evidence shows that the promotion of food and drink high in fat, sugar and salt through price-based incentives, prominent placement and marketing tactics can significantly influence consumer purchasing behaviour, often at the expense of healthier options, which can contribute to obesity. Obesity can lead to a higher risk of major health conditions, such as heart disease, stroke, type 2 diabetes and some cancers.
Why are officials considering the changes?
Officials say the aim is to help people make healthier choices and reduce obesity rates. The DoH and FSA are looking at whether restrictions on promotions, placement and free refills could reduce the influence of unhealthy food marketing, both in stores and online.
The consultation is open to retailers, food businesses, manufacturers and local authorities, as well as public health organisations, consumer advocacy bodies and the general public.
What concerns have been raised?
Some concerns have been raised that the proposals may negatively impact low income families. Dr Ciara Fitzpatrick, a law lecturer and anti-poverty campaigner, told BBC Radio Ulster's Evening Extra programme that there needed to be a
"wider conversation"about the
"impact of the cost of living crisis and the fact that many low income families simply can't afford more healthy options".
"That is the elephant in the room,"Fitzpatrick said.
She believes that a
"different position of unhealthy food in the supermarket or a different pricing structure is not going to change that very stark reality for many families in Northern Ireland".
Without action being taken to make fresh fruit, vegetables and other healthy options more accessible to low income families,
"we're not going to see a massive dent in those obesity figures that are on the rise,"according to Fitzpatrick.
"I think we need to have a broader discussion about growing more local produce and making it more easily available to people here in Northern Ireland,"she said.
How do supporters say the proposals would work?
Professor Susan Jebb, chair of the FSA, said the proposals were designed to help people eat more healthily. She said shoppers often buy extra items they had not intended to purchase, and that these are often products high in fat, sugar and salt.
"We've all had the experience of going shopping with a list and somehow when we come home we've bought a few extra things as well,"Jebb told Evening Extra.
"And often those extra things are foods that are high in fat, in sugar and salt and they're just not good for us. They're leading to ill health."
Jebb said that with the policies in place in England, some businesses have
"tried to get around the restrictions a little bit".
"So what we're also interested in is thinking how we can potentially introduce these policies in Northern Ireland in a way which makes them most effective,"she said.
What is already restricted in England?
Price or multibuy promotions on unhealthy food and drink, such as
"buy one, get one free"deals were banned in England on 1 October 2025. The restrictions apply to supermarkets, larger high street shops and online retailers, and the regulations also ban free refill promotions of certain drinks in restaurants and cafes.
The government introduced a classification system, external to define what food and drinks are classed as unhealthy, based on the products thought to have most influence on child obesity.
In drinks, that includes fizzy drinks such as lemonade and cola that contain sugar. In food, it covers everything from crisps, sweets and chocolates to ice creams, pastries, cakes, and some fish fingers and pizzas.
On 5 January, a UK-wide ban came into effect stopping food and drinks high in fat, salt and sugar being advertised on TV before 21:00 and at any time online.
What happens next?
The Department of Health and Food Standards Agency will review the responses to the consultation before deciding whether to proceed with the proposed measures in Northern Ireland.
- The consultation was launched on Monday by the DoH and FSA.
- Northern Ireland is considering measures already in place in England and Wales, and due in Scotland in October.
- The DoH says 65% of adults in Northern Ireland live with obesity or excess weight.
- England banned unhealthy food and drink multibuy promotions on 1 October 2025.
- A UK-wide TV and online advertising ban for high fat, salt and sugar products came into force on 5 January.
