Wirral joins local partners to promote healthy food advertising
A new policy that aims to reduce advertising for food and drink products that are high in fat, sugar and/or salt (HFSS) is now in place in Wirral.
Wirral Council has had an advertising policy for a number of years, setting out the type of paid-for marketing that won’t be accepted on council channels. In introducing this new policy focusing on HFSS foods, the authority joins 22 other local authorities in England doing the same, including seven in Cheshire and Merseyside.
Dave Bradburn, Wirral’s Director of Public Health, said:
Research shows exposure to advertising for food and drinks high in fat, salt and sugar encourages a strong preference for these products and leads to less healthier choices in our diet.
As a local authority, we want to help reduce this impact on our communities which is why we’re starting our journey towards making sure we’re not contributing to advertising these types of foods. This isn’t the only answer to encouraging healthy attitudes to food and drink – but it can certainly play a part.
The policy will further restrict advertising content which features HFSS products, whether directly or indirectly, in pictures or in text on council-owned advertising spaces.
Dave Bradburn said:
Advertising of ‘junk food’ is largely concentrated in the more deprived areas of our borough which is not fair. Restricting the advertising of these products on our channels and requiring advertisers and brands to promote healthier food is not a fix-all, but it will play a part. We’ll be utilising our assets to help make Wirral a healthier place.
The decision was considered and supported by Leaders of all the political groups on Wirral Council.
To read the full policy, visit: Healthier food advertising policy | wirral.gov.uk.
For more information on weight and obesity in Wirral, visit: https://fingertips.phe.org.uk/search/obesity.
