A new advertising policy which restricts the promotion of food and drink high in fat, salt and sugar is getting under way in Peterborough.
The new scheme will switch the spotlight away from high fat, salt and/or sugar (HFSS) food and drink and instead focus on promoting healthier foods in advertising spaces owned by the council or on council-owned land.
The idea was first raised by members of Peterborough Youth Council who submitted a petition requesting that the council restricts the advertisement of HFSS food and drink locally. You can read the petition from Peterborough Youth Council here.
Last November members of the Adults and Health Scrutiny Committee considered the petition and asked for a task and finish group to be set up to begin drafting a policy. A draft policy was taken back to Scrutiny Committee in March and it was then recommended to go before Cabinet for adoption, which was recently agreed.
Advertising for unhealthy foods has been shown to lead to increased snacking, as well as purchasing and consumption of unhealthy foods, and research has shown that seeing just one additional HFSS advert results in young people consuming an additional 350 calories of unhealthy foods and drinks.
Councillor Shabina Qayyum, Peterborough City Council’s Cabinet Member for Adults and Health, said: “I’d like to praise the members of Peterborough Youth Council for raising this important issue. Their good thinking and action has led to a new approach to advertising which should see health improvements for people in our city now and in the future.
“There is evidence to suggest that the advertisement of HFSS food and drink increases the risk of children living with food-related ill health such as diabetes, tooth decay and cancers. Children living in more deprived areas are also more exposed to unhealthy food advertising and are therefore at higher risk.
“This policy is one way we can switch the spotlight from unhealthy foods to healthier foods to reduce the number of cases of obesity, diabetes and heart disease.”
Aryan Nahata, Chair of Peterborough Youth Council, said: “As young people in the city who are constantly bombarded by junk food advertising when travelling, we felt we had to do something about it.
“Despite our initial challenges where we had to clarify our motives and work on a more achievable policy, we persevered. We did not give up, and were rewarded with the HFSS policy. We hope our success helps inspire the future generation to step forward for their beliefs and make a change.”
Kelly De Jesus, Youth Councillor, added: “I am incredibly honoured to have been a part of the process all the way through. From pitch to policy, Peterborough City Council has welcomed our proposals. I look forward to seeing how the anti-junk food policy will translate across the city. Every time I look at an advert now, I'll think of my small yet significant contribution to the health and well-being of my community."
Fran Bernhardt, Commercial Determinants Coordinator, Sustain said: "We’re delighted to have worked with Peterborough Council to prioritise children’s health by switching the spotlight away from unhealthy foods and drinks. I am especially pleased that Peterborough’s Youth Council have tirelessly championed this effort on behalf of all local young people and worked closely with the Council.
"There are now 17 English councils plus the Transport for London network which have introduced these robust policies designed by Sustain. This growing movement sends a message to the national Government to deliver on their pledges to restrict advertising on TV and online, and further focus on outdoor and radio to set the stage for healthier food across our communities.
"This policy is a bold step in the right direction: prioritising not just health but equality and sustainability too. Evidence shows that putting the spotlight on unhealthy food increases the risk of food related ill health like diabetes, heart disease and tooth decay. Companies target low-income areas, resulting in people living there being more likely to experience poor health. Additionally, many of the restricted products are unsustainable containing climate damaging ingredients, such as sugar, cocoa and palm oil, as well as requiring lots of energy to process them.
"We hope the terrific news from Peterborough will inspire even more councils to take this important step for their residents’ health."