City Planning: Ban on Junk Food Advertising
A Major Step Towards Tackling Obesity in the City
Liverpool City Council is considering a groundbreaking move to ban junk food advertisements on its billboards as part of a larger strategy to combat the rising levels of obesity among its residents. The proposed policy aims to restrict the promotion of products high in fat, salt, and sugar (HFSS) across all council-owned assets, with the potential to be implemented immediately if approved by the council's cabinet.
Addressing a Growing Health Crisis
Liverpool, like many cities in the UK, is facing increasing health challenges, particularly concerning obesity. The council's decision follows a stark warning in a recent report predicting that by 2040, obesity will be the second largest factor impacting the health of children and young people in the city. A report by the Local Democracy Reporting Service highlights that 63% of adults in Liverpool are already either overweight or obese, and worrying statistics show that one in four children begin school overweight or obese, rising to one in three by the age of 11 (Year 6).
The situation is even more alarming in Liverpool's most deprived areas, where people are more likely to choose unhealthy food and drinks due to financial and social constraints. Evidence from the council's “State of the City” report, published in January, draws a clear link between obesity levels and deprivation, further emphasizing the need for immediate action.
Learning from Local Successes
This proposed policy follows in the footsteps of neighboring Sefton Council, which voted to ban junk food advertisements just five months ago. Liverpool’s move signals a broader regional strategy aimed at reducing public exposure to HFSS products, especially in communities where health outcomes are most at risk.
The council's report emphasizes that "major intervention" is required to prevent the long-term burden of ill health that is anticipated with the rise in obesity levels. Liverpool, with its significant health challenges, sees this as an opportunity to take an active role in promoting healthier living choices for its residents.
Balancing Commercial and Social Interests
While the primary goal of this initiative is to improve public health, the council is keen to strike a balance between limiting exposure to unhealthy products and maintaining the economic and social benefits that advertising and sponsorship can bring. According to the report, the council wants to avoid conflicts of interest while maximizing the benefits for the community.
The cabinet is expected to review and potentially approve the policy in its upcoming meeting on Tuesday. Should the policy receive the green light, Liverpool would join a growing list of cities around the world taking bold action to combat obesity through advertising restrictions.
A Clear Link Between Advertising and Health
The council's decision to target HFSS advertising comes after mounting evidence that links exposure to unhealthy food promotions with negative dietary habits. Research shows that people, particularly children, who are frequently exposed to junk food ads are more likely to develop unhealthy eating patterns.
Liverpool's proactive stance on this issue reflects a broader national and international push to reduce obesity and its associated health risks through innovative public health policies.