OP45 A pre-implementation, qualitative evaluation of government legislation to reduce the promotion of high fat, sugar and salt in retail settings: consumer, business, enforcer and health group perspectives

Background

The current food system in England promotes a population diet that is high in fat, sugar and salt (HFSS). Since October 2022, the UK government has implemented legislation that restricts the promotion of HFSS products in prominent locations (e.g., store entrances, checkouts) in qualifying retail settings. This study investigated the perceived impact of the legislation for affected stakeholders.

Methods

A pre-implementation rapid qualitative evaluation was conducted with 108 stakeholders across the food system. Stakeholders consisted of 34 consumers, 24 manufacturers, suppliers and retailers, 22 local authority enforcement officers, and 28 academic and charitable health representatives. A participatory conference was used to enable policy recommendations to be confirmed by stakeholders.

Results

Stakeholders perceived the legislation to be a ‘good first step’ towards improving population diet but recognised this needed to be considered amongst a range of long-term obesity policies. The exemption of some store types, potential for some retailers to find loopholes to still promote HFSS and the current cost of healthy foods were considered factors that may cause unintended consequences of the legislation. Furthermore, different levels or prioritisation across business types and local authorities suggest that implementation and enforcement of the legislation may be inconsistent. Areas of further support were identified and these are presented as six recommendations for government to support successful implementation of the legislation:1) provide a free central HFSS calculator, 2) refine legislation to enhance intent and clarity, 3) conduct a robust evaluation to assess intended and unintended outcomes, 4) provide greater support for smaller businesses, 5) provide ring-fenced resources to local authorities, and 6) create and communicate a long-term roadmap for food and health.

Conclusion

This legislation has potential to reduce impulse HFSS purchases and makes a solid start towards creating healthier retail outlets for consumers. Immediate government actions to create a freely accessible HFSS calculator, support smaller businesses and provide additional resources to local authorities would support successful implementation and enforcement. Independent evaluation of the implementation of the legislation will enable monitoring of potential unintended consequences identified in this study and support refinement of the legislation. A long-term roadmap is necessary to outline strategies to support equal access to healthier and sustainable food across the whole food-system within the next 20–30 years.