Luton is the first local authority in the East of England and among the first ten councils across the country to adopt a healthy food and drink advertising policy.
The council’s Executive approved the Luton Healthier Food and Drink Advertising policy which will restrict the advertising of products that are high in fact, salt or sugar (HFSS) on all council-owned assets to help protect children and adults. HFSS products include but are not limited to: chocolate, confectionary, cakes, biscuits, puddings, savoury snacks, fried foods and sugar sweetened drinks.
The impact of eating unhealthy foods have far-reaching consequences, such as an increased risk of obesity, diabetes and cardiovascular disease. And the latest data from the National Child Measurement Programme (NCMP) indicate that in Luton 11.4% of reception age children (4-5 years) and 29.2% of children at age 10-11 (year 6) were obese compared to national rates of 10.1% and 23.4% respectively.
Evidence shows that adverts for these types of food and drinks have a direct impact on the food we eat. Through limiting the promotion of unhealthy food and drink products, this policy aims to reduce the exposure to images that are often targeted towards children, young adults and those living in more disadvantaged areas.
The policy will restrict the advertising of products that are high in fat, salt or sugar (HFSS) on all council-owned assets, and will come into effect for new and renewed leases/licenses.
Councillor Khtija Malik, portfolio holder for Public Health, said: “We know that the reasons why people eat unhealthy foods high in fat, salt and sugar (HFSS) are complex, and more recently eating habits have moved towards convenience foods that are easy to prepare. However, the consequences of consuming these type of products are severe, especially in children, and can include increased risk of type 2 diabetes, high blood pressure, obesity and cardiovascular disease.
“Therefore to protect children and adults, we must do what we can to reduce their exposure to unhealthy food and drinks advertising. The Luton Healthier Food and Drink Advertising Policy will contribute to the council’s 2040 vision to improve the health outcomes for our residents.”
Fran Bernhardt, Children’s Food Campaign Coordinator, Sustain said: “We’re delighted to have worked with Luton Council on this policy. At a time when our national government is repeatedly failing children and adults by stalling on important health measures, Luton Council has stood up to the food and drinks industry on behalf of all their residents.
“We know that those living in the most deprived areas are most affected by unhealthy food advertising, and most at risk from diet related diseases. So by removing the spotlight from unhealthy foods, Luton is supporting their local area to level up. Huge congratulations to Luton! You will inspire many others to follow suit.”