Liverpool City Council considers junk food ad ban to tackle rising obesity rates

Liverpool City Council is exploring a proposal to ban junk food advertisements on its billboards and properties in an effort to address the city's growing obesity problem.

The potential ban would target advertisements and sponsorships for products high in fat, salt, and sugar (HFSS), according to the Local Democracy Reporting Service.

Council leaders have raised concerns about the increasing health challenges facing the population, particularly among children and young people. Obesity is projected to become the second most significant health issue affecting this demographic in Liverpool by 2040. A recent council report emphasised the urgent need for "major intervention" to mitigate the predicted rise in obesity-related health problems.

Currently, 63 per cent of adults in Liverpool are either living with overweight or obese. The report also highlighted that one in four children start school with excess weight, a figure that increases to one in three by the age of 11. The council's "State of the City" report released in January painted a stark picture of the health challenges Liverpool could face over the next 15 years.

The report also pointed out a strong correlation between obesity and deprivation, noting that residents in more deprived areas are more likely to consume unhealthy food and drinks. The proposed ban aims to address these disparities by limiting exposure to unhealthy food advertising.

This initiative follows a similar move by Sefton Council, which implemented a ban on junk food advertising on its billboards five months ago. Liverpool City Council's proposed policy would impose additional restrictions on HFSS product advertisements, with immediate adoption if approved by the council’s cabinet.

The report to the cabinet ahead of Tuesday's meeting highlighted Liverpool's significant health challenges and underscored the policy's goal to balance restricting harmful advertising while maximising the positive impacts of commercial, social, and reputational benefits from appropriate advertising and sponsorship.

The council underscored that evidence supports a clear link between exposure to harmful products, advertising, and dietary habits, reinforcing the need for stricter advertising regulations to protect public health. If approved, Liverpool's policy would represent a significant step towards addressing obesity through local government action.