Adverts for fatty foods face clampdown across Liverpool

Advertisements containing products high in fat and sugar placed in conjunction with Liverpool Council could face a clampdown amid the city’s “significant challenges” around the health of citizens. A major change is being proposed by the local authority to amend how it manages sponsorship and advertising across Liverpool.

It comes in response to the state of the city report in January this year that laid out the stark issues across Liverpool regarding health issues in the next 15 years. A new policy goes further than existing arrangements by introducing additional restrictions on the advertising of products high in fat, salt and sugar (HFSS).

This would follow the definition set by the Department of Health and Social Care and take effect on all Liverpool Council owned estates, platforms and assets. Should the council’s cabinet agree to the proposals, it would be adopted immediately.

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A report to the cabinet ahead of its meeting on Tuesday said: “The policy seeks to strike an appropriate balance of restricting inappropriate content and avoiding conflicts of interest whilst maximising the commercial, social and reputational benefits that advertising, and sponsorship can bring. Liverpool faces significant challenges in relation to the health of its residents.

“The recent report ‘State of health in the city: Liverpool 2040’, led and presented to full council lays these challenges out in stark fashion. The report projects what we are likely to see by 2040 in relation to the burden of ill health if major intervention does not happen.

“In developing the policy we have sought to ensure we support residents in making better choices that will support improvement of health.” Restrictions on HFSS products has been added to the existing policy as a result of evidence showing a “clear association” between exposure to harmful products, advertising and dietary habits.

Currently, 63% of adults in Liverpool are overweight or obese, and one in 4 children are starting school overweight or obese. This progresses to 1 in 3 children age 11 (year 6) being overweight or obese.

Obesity is expected to be the second biggest issue impacting on the health of children and young people in the city by 2040. The report added: “The prevalence of excess weight in Liverpool mirrors deprivation, and evidence also tells us that people in deprived communities are more likely to choose unhealthy food and drink products.

“Liverpool Council has been a leader in promoting access to good food and the Council signed up to, and committed to deliver against, the Healthy Weight Declaration with Food Active, and other partners in November 2018. One of the major impacting policy pieces promised as part of that declaration related to the introduction of a ‘Healthier Advertising Policy’ that would restrict HFSS product advertising.”

In order to ensure a joined up and co-ordinated approach an advertising and sponsorship oversight group will be established. The steering group will include cross directorate membership including representatives from across the local authority.

The steering group will oversee the implementation of the policy and monitoring of impact. It will also ensure the city is maximising the commercial opportunities advertising provides to the council.