The restrictions, similar to those adopted in Wales, are designed to tackle the growing problem of obesity.

Health secretary Jeremy Miles said: ‘We want to make it easier for people to make healthier choices and we'll achieve this by improving the food environment around them. If we ensure healthier food and drinks are more available, accessible and visible to people in shops and stores, it will support our efforts to reduce obesity rates and improve public health.'

The Food (Promotion and Presentation) (Wales) Regulations 2025 are designed to prevent impulse buys that account for up to 83% of purchases.

The measures will:

• restrict promotions that can encourage over-consumption, such as multi-buy offers and free refills of sugary drinks
• restrict the presentation of foods high in fat, sugar and salt products at prime selling locations such as store entrances, checkouts and website homepages
• apply to medium and large businesses with 50 or more employees.

Research shows over four in ten (43%) of food and drink products in prominent store locations promote sugary foods and drinks.