As part of the announcement, the Welsh government confirmed that the HFSS (high in fat, salt, and sugar) products affected by the new legislation will align with those impacted in England. However, the announcement did not address which businesses will be affected by the legislation or the extent of product restrictions in shops.
ACS chief executive, James Lowman, expressed concern about the potential impact of the legislation on businesses and consumers, particularly at a time when inflation and operating costs are already putting significant strain on household budgets. Lowman emphasized that the new legislation may further limit Welsh retailers’ ability to invest in their shops.
To alleviate uncertainty for retailers, the Welsh government must offer clarification on the specifics of the legislation, including the implementation of the restrictions. The ACS will continue to engage with the Welsh government and provide updates to retailers as more information becomes available.
The new law will come into effect in 2024 and will be gradually implemented across Wales by 2025. The Welsh government will conduct a consultation on enforcement measures later this year to ensure effective implementation of the legislation.