Regulation of multibuys

The introduction of a ban on volume promotions in the UK brings momentum to raise the discussion of regulating such marketing in the Netherlands. Volume promotions are all promotions that require the customer to buy more than one product to receive a discount (1+1 free, 3 for the price of 2). Multibuys are proven to lead to overconsumption and do not help customers save money. Marketing unhealthy food effectively influences purchase and consumption behaviour, particularly among children. On the 1st of October, the UK is implementing a revolutionary ban on the use of these promotions on unhealthy food in an attemt to combat rising obesity rates.

The obesity epidemic is not limited to the UK, 1 in 6 children in the Netherlands is overweight of obese. The Netherlands can use the developments in the UK to explore possibilities for similar effects. Questionmark will bring together civil society organisations and scientists to coordinate activities in the Netherlands and put the topic high on the political agenda.