City set to crack down on fatty food adverts as obesity soars

A clamp down is being launched against junk food advertising in Liverpool to tackle the obesity issues the city faces. Advertisements containing products high in fat and sugar placed in conjunction with Liverpool Council are to be curbed amid the city’s “significant challenges” around the health of citizens.

The local authority’s cabinet agreed earlier this week to restrict ads on its estate promoting products high in fat, salt and sugar. Cllr Harry Doyle, cabinet member for health and wellbeing, said this was in part due to junk food ads being “in our faces all the time.”

The move to cut back on the advertisements follows the definition set by the Department of Health and Social Care and takes effect on all Liverpool Council owned estates, platforms and assets. Cllr Doyle said consumption of processed foods containing high levels of fat, salt and sugar was highest among those from deprived backgrounds and communities.

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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.

A report to the cabinet 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.

Restrictions on fatty products have been added to the existing policy as a result of evidence showing a “clear association” between exposure to harmful products, advertising and dietary habits. 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."

Cllr Doyle said the council wanted to have a “level headed approach” and was keen to make sure it was not harming the health or wellbeing of citizens. He added how conversations were ongoing with the Liverpool City Region Combined Authority about consistent messaging, particularly across the Merseytravel network.

Cllr Liam Robinson, leader of Liverpool Council, added how the obesity challenges in Liverpool were due to the exposure to products that are not healthy. Cllr Robinson said the authority had an “obligation and responsibility” to lead on the agenda to reduce that exposure.