The regulations include the restriction of volume price promotions, such as three for two, on unhealthy food and drink and prohibit the placement of less healthy products in key selling locations such as checkouts, aisle ends, store entrances and their online equivalents.

A DHSC spokesperson said: ‘Obesity robs children of the best possible start in life, sets them up for a lifetime of health problems and costs the NHS billions.

‘Action is needed and today marks the end of promotions such as buy one get one free on unhealthy foods and an end to junk food adverts being targeted at kids.

‘These are crucial steps in our Plan for Change to ensure this generation of children is the healthiest ever.'

The DHSC estimates the rules will provide health benefits of £59bn and NHS savings of over£4bn over the next 25 years, respectively.

In addition, advertisers and broadcasters are now able to voluntarily comply with a 9pm watershed on the advertising of less healthy food or drink on television and a 24-hour restriction on paid-for advertising of these products online.

The restrictions will come into force on 5 January 2026.