A multicomponent evaluation of new restrictions on marketing of less healthy foods in England
This study is checking how new UK rules, starting in October 2025, will change the way unhealthy foods are marketed. These rules will stop things like '3-for-2' offers on less healthy items, and ban TV adverts for them before 9pm. Researchers want to see if these changes encourage people to eat better, affect the health of the nation, and influence businesses. The study will look at supermarket products and adverts before and after the rules come in. It will also ask around 30,000 households about their shopping habits and get people's opinions through surveys and group discussions. The main goal is to understand the full impact of these new rules on health, the economy, and society in general.
At a glance
What is this study about?
This study, led by the University of Cambridge, is all about understanding the impact of new government rules designed to tackle unhealthy eating in the UK. Many people in the UK don't eat as healthily as they could, and a big reason for this is clever food marketing, like tempting TV adverts, online promotions, and special offers on things like sweets and fast food.
From October 2025, important new rules will come into force. These rules will ban special deals on less healthy food and drinks (like 'buy one, get one free'), stop TV adverts for these items before 9pm, and limit some online advertising. The people running this study want to see what happens after these bans. They're keen to find out if these rules change what types of food are sold, how companies market their products (they might start promoting healthier options!), and importantly, if people's shopping habits change for the better. The study will also look at whether these changes affect the nation's health and the economy.
The researchers will collect lots of information, including looking at supermarket shelves, checking TV and online adverts, and studying what 30,000 households buy. They'll also use this information to predict how changes in food choices might affect long-term health conditions like diabetes and heart disease, and what impact this could have on the NHS. The study will also talk to people in focus groups and interviews to understand what everyone thinks about the bans, including parents and young people, and professionals involved in the food industry. All of this will help the government decide if these rules are working and what future steps to take.
Key takeaways
- New rules from October 2025 will change how unhealthy food is advertised.
- This study will check if these rules make people eat healthier and affect businesses.
- Researchers will look at supermarket data, adverts, and household shopping habits.
- Some people may be asked to share opinions in surveys or focus groups.
- The study aims to understand the full impact on health, economy, and society.
- It could help shape future government health policies.
Who may be eligible?
Most of this study looks at data about food and adverts, so you probably won't need to do anything at all to be part of it. However, if you are asked to take part directly, here's who they are looking for:
For some parts of the study, researchers want to hear from adults (age 18 and over) and young people (age 10-17). These individuals might already be part of a group that answers online surveys about food marketing, or they might be invited to join focus groups to share their thoughts on the new rules. For the focus groups, they're looking for adults and young people (aged 13-18) living in England.
They are also interviewing professionals who know a lot about food marketing rules in the UK, from areas like universities, government, or businesses. Generally, if you're under 10 years old or unable to clearly say whether you want to take part, you wouldn't be able to join the parts of the study that involve direct participation.
Could this study suit you?
Answer these quick questions to see if you may be eligible. This is a guide only — the research team makes the final call.
- Are you an adult (18 or older) or a young person (10-18) living in England?
- Do you already take part in online surveys about food or shopping?
- Are you comfortable sharing your opinions in an online group discussion?
- Can you give your consent (permission) to take part clearly and easily?
- Do you have professional experience with UK food advertising rules (for certain interviews)?
What does participation involve?
Most of this study doesn't involve people directly but instead looks at information like what products are sold in shops and how food is advertised. However, for the parts that do involve people, here's what you might do:
If you're part of the team that provides household shopping data, you'll be sharing information regularly about the food you buy. If you're involved in the online questionnaires (often through an existing survey group), you'd answer questions about how much food marketing you see and what you think about the new rules. This usually happens once a year for a few years, and you'd do it from home.
If you're invited to a focus group, you'll join a small online discussion with other people to talk about your understanding and feelings about the new food marketing rules. These groups are usually separated by age, whether you're a parent, and your background. Each focus group session is typically a one-off event. For professionals, participation involves an online interview that explores their knowledge and experience of the rules.
Potential risks and benefits
Locations (3)
- University of CambridgeApproximateCambridge, England
- University of StirlingApproximateStirling, Scotland
- University of WaterlooApproximateWaterloo, ON, Canada
Common questions
What is this study trying to find out?
It's trying to see how new government rules about advertising unhealthy food will affect what people buy, how companies sell products, and overall public health in the UK.
When do these new rules start?
The new rules banning special offers and certain adverts for less healthy food and drinks will start in October 2025.
Will I have to do anything for this study?
Most people won't need to do anything. Some parts involve sharing shopping data or taking part in online surveys or focus group discussions, but only if you choose to.
How long will the study last?
The study starts in January 2026 and will run until December 2028.
Who is paying for this research?
The study is funded by the National Institute of Health Research (NIHR) in the UK.
How to find out more
Jean Adams
Always speak to your GP or specialist before deciding to take part in a study.
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