New UK regulations banning pre-9pm TV and paid online ads for foods high in fat, salt or sugar are forcing major retailers to pull traditional Christmas favourites like mince pies and chocolates from festive promotions. As supermarkets including Lidl, Tesco and M&S scramble to adapt, the Institute of Economic Affairs’ Christopher Snowdon questions the policy’s effectiveness in tackling childhood obesity and warns that smaller brands without strong recognition will suffer the most from the restrictions.