A public consultation on proposals to restrict how food and drink high in fat, sugar and salt (HFSS) are promoted and placed in Northern Ireland was launched on 29 July 2026 by the Department of Health and the Food Standards Agency.

Official figures show that 65 percent of adults in the region are living with obesity or excess weight, a condition linked to a higher risk of heart disease, stroke, type 2 diabetes and some cancers.

Evidence indicates that price-based promotions, prominent product placement and other marketing tactics can push consumers towards less healthy options and contribute to obesity. The measures under consideration aim to limit multibuy offers such as 3-for-2 or two for £10 on certain HFSS items, restrict where those products can be displayed in shops and online, and end free refills of sugar-sweetened soft drinks.

Similar rules already apply in England and Wales and are due to take effect in Scotland in October. Health Minister Mike Nesbitt said that multibuy offers and positioning significantly increase purchases of unhealthy food and drink, raising the chance of obesity and serious illness. He described prevention as a priority and said the proposed steps are intended to create conditions that support healthier choices, while individuals retain responsibility for their own health.

FSA Chair Professor Susan Jebb said the food system is changing and regulation must adapt to protect the public. She stressed the importance of hearing from retailers, out-of-home food businesses, manufacturers, local authorities, public health organisations, consumer advocacy bodies and the general public to learn from experiences elsewhere.

The consultation is open to all. Responses can be submitted via the online questionnaire on the Department of Health website.