The Institute of Practitioners in Advertising (IPA) has reacted to the news that the UK government may scrap all of its anti-obesity strategies and cancel planned restrictions on pre-watershed HFSS ads.
The advertising institution welcomes the review.
Earlier this year, the government announced plans to ban pre-9pm ads promoting food and drink high in fat, salt or sugar (HFSS). It was also hinted that multi-buy deals on HFSS products would be scrapped.
According to The Guardian, the review of HFSS restrictions, ordered by the Treasury, comes as part of Liz Truss’ ambition to reduce burdens on business and help shoppers through the cost of living crisis.
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IPA director of legal and public affairs Richard Lindsay said: “We have always been clear that, based on that Government’s own evidence, the restrictions would do nothing to address the problem of childhood obesity that all of us want to solve, but would have a damaging impact on businesses. That we are still waiting for a Government consultation to provide details of the restrictions just adds to the uncertainty for businesses.”
The advertising institution’s view on the review of restricting HFSS ads largely differs from the opinions of many other governing bodies. Officials at the Office for Health Improvement and Disparities are “aghast” at the prospect of the new prime minister scrapping plans to battle junk food consumption.
The Obesity Health Alliance director, Katharine Jenner, is also “deeply concerned”.
“It would be reckless to waste government and business time and money rowing back on these obesity policies, which are evidence-based and already in law. These policies are popular with the public, who want it to be easier to make healthier choices,” Jenner added.
