New regulations spell end to BOGOF

Pubs will have to be more careful about the wording of promotions if legislation restricting use of the word 'free' gets the go-ahead.

The Consumer Protection Regulations, set to come into force on May 26, are likely to spell the end to the phrase 'Buy One Get One Free' (BOGOF).

Businesses are currently able to market something as 'free', even if the consumer has to make a purchase to get it. But the government wants to change this as part of a package of measures designed to promote consumer interests.

The move is mainly likely to hit off-licence retailers - although pubs will have to think again about promotions such as 'Buy Two Glasses of Wine and Get the Rest of the Bottle Free'.

Director of legal services at the Institute of Sales Promotion (ISP), Philip Circus, said: "This does not stop any existing promotional mechanics. It simply means that the word 'free' cannot be used in relation to them.

"For example, it would appear that 'Buy One Get One Free' will not be acceptable, but the mechanic will remain perfectly legal and will have to be described as something like 'Two for the price of one'."

Circus added that pubs would still be able to offer customers free samples.