Last week, the UK government announced the delay in implementing rules banning multi-buy deals on foods and drinks high in fat, salt, or sugar – including buy one, get one free (BOGOF) deals. The rules, set to come into effect this October, have been pushed to October 2025 to allow for public participation and to “allow the government to continue to review the impact of the restrictions on the consumers and businesses”, the press statement reads.
Since being tabled in the House, the rule has raised a lot of debate amongst the members of parliament and the public. The idea of doing away with BOGOF and multi-buy deals aims to reduce the obesity rates in the country and, in effect, reduce the risk of weight-related diseases. Nonetheless, several MPs and the wider public have come out strongly to oppose the rule, with one simple rule of their own– “it is not the government’s prerogative to police what people eat!”
‘Self-responsibility over government control’
While the rule aims to reduce the overall calorie intake across the UK population, one study by the Department for Health and Social Care (DHSC) shows the law will reduce the overall calorie intake across England. According to the analysis, if the rule is implemented, children under 10 are expected to reduce their daily calorie intake by only 2.5 calories, adults are expected to consume 2.8 to 3.7 fewer calories daily, and those over 65 could see a 2.6 calorie difference. While a step forward, the effects may be minimal.
The data above raises the question if government control over foods and drinks is useful or detrimental to the population, given BOGOF and multi-buy deals help people save some money. As Ben Bradley, the Tory MP for Mansfield, said:
“It’s not the Government’s job to make people thin – it’s our own personal responsibility. Ministers should keep their hands off people’s BOGOFs.”
Instead of policing what people buy and eat, the UK government should find ways to promote exercising and keeping fit. Alternatively, the government should reward the self-responsibility of keeping fit and exercising to encourage physical activities instead of banning multi-buy or BOGOF deals.
Better health solutions on the horizon
Unsurprisingly, the UK government wishes to ban BOGOF deals on fatty, sugary and salty foods. The rise of weight-related diseases is becoming an epidemic – the Health Survey for England 2021 estimated that 25.9% of adults in England are obese, and a further 37.9% are overweight but not obese. This raises the risk of chronic diseases such as diabetes, heart failure and poor blood circulation.
Nonetheless, there are better ways to reduce obesity and overweight rates than banning BOGOF and multi-buy deals. One of the most innovative ways to get people to exercise is simply by incentivising them. As Jessica Butcher, CMO of Sweatcoin/Sweat Economy, a move-to-earn app that rewards users for walking consistently, stated on the latest BOGOF rule:
“Maybe instead of removing choices that save people money, or penalising unhealthy choices, they should consider more seriously the prospect of incentivising healthier choices – whether that’s reducing taxes on healthier food options, or more powerfully, incentivising them to be more active – an approach that could result in life-long positive habit change.”
Move-to-earn apps offer a better solution to the burgeoning rates of obesity. One such solution is Sweatcoin, which in partnership with the NHS, has demonstrated the efficacy of this approach. By incentivising users with vouchers and rewards, users increase their step count, reducing the risk of conditions such as diabetes, obesity and cardiovascular disease.
According to research from the Sweatcoin team, on average, users on the platform lose 3kgs in weight and become 45% more active. By promoting such solutions nationwide, the government could save billions spent on preventable health conditions.
Final words: Promoting self-responsibility in personal health
As the latest debates across England show, the banner of “self-responsibility over government control” rises the highest. It is not the government’s role to dictate what people eat but rather encourage individuals to take charge of their health. By shifting the focus towards promoting exercise and fitness, the UK government can empower individuals to make healthier lifestyle choices. Instead of banning multi-buy deals, the government could explore reward systems and incentives for engaging in physical activities.
While banning BOGOF deals is a step in the right direction, it may not be the most effective solution. Better health and technological alternatives are emerging, such as move-to-earn apps, which incentivize users to increase their physical activity and make positive habit changes – a longer-term effect than BOGOF bans.
